Diageo tapped All Terrain Collective to support the strategic PR, social and brand launch of the Guinness Open Gateway Brewery in Chicago. The PR and social media strategy was developed a year out from the initial grand opening date which was St. Patrick Day 2023.

From the jump the social media strategy proved to be very successful with a 103% increase in impressions month over month and an overall engagement rate of 9.4% which is more than double the average engagement rate. The PR team leveraged Guinness’ ownership of St. Patrick’s Day in Chicago, and created buzzworthy opportunities through a targeted exclusive strategy and embargoed announcement to make the pending opening the biggest sip of the season.

The social media and PR strategy led up to a showstopping Chicago OGB preview experience for VIP guests and media as a kick off to St. Patrick’s Day celebrations in Chicago. The event included a mock retail shop, a VR experience showcasing the soon to be Brewery, a Guinness timeline station, music, food and beer pairings, and a Guinness OGB photo moment.