22 pubs nationwide have been selected as part of the display including The Lock Tavern in Camden, The Queen’s Vaults in Cardiff and The Pickled Sprout in Harrogate.
Created in partnership with AMV BBDO, the activation will also see ‘The GUINNESS Pub Choir’ who are starring in the GUINNESS advert this Christmas and making their debut, performing a specially composed performance of the classic ‘Always on my Mind’. The choir will feature 30 publicans and bar staff with the new rendition of the heartfelt Elvis Presley ballad, in celebration of the role local pubs play in bringing communities together and helping friends and families connect in the run up to Christmas. The track will be available to stream on Spotify, for those wanting to enjoy it throughout the festive period. The choir recording replaces the original soundtrack in the ‘Welcome Back’ spot, which is running on TV and radio to support the initiative. Digital OOH will take over train stations across the UK to generate excitement and drive footfall.
Nicholas Hulley and Nadja Lossgott, executive creative directors at AMV BBDO, said: “Everyone has missed getting together in the pub to have a pint of Guinness with their mates at Christmas. So, we wanted to make well-loved locals across the whole country festive homing beacons to give people a special place to enjoy those reunions”.
The GUINNESS Raising the Bar programme has supported over 30,000 publicans and the 500,000 bar staff throughout the UK to weather the impact of the pandemic. The fund has provided financial support, social distancing equipment, PPE and pub necessities, as well as one-on-one training sessions with the staff who play a pivotal role in bringing people together this Christmas, ensuring pubs are safe environments for communities to be in. GUINNESS continues to support the hospitality industry with further investment in the fund in 2022.
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