Summary:
Guinness is hosting a St. Patrick's Day parade in Lisbon on March 22.
The event will feature 500 musicians and bagpipe bands from Portugal and Spain.
A double-decker bus will showcase special guests during the parade.
The celebration includes a themed market and performances in Rossio with free entry.
Guinness is enhancing visibility through OOH advertising and partnerships with e-retail platforms.
Celebrate St. Patrick's Day in Lisbon with Guinness
As St. Patrick's Day approaches, Guinness, distributed in Portugal by Sociedade Central de Cervejas e Bebidas (SCC), is set to bring the Irish celebration back to Lisbon. A special parade will take place on March 22 at 3:30 PM on Avenida da Liberdade.
Guinness aims to solidify its role in this festive celebration with a comprehensive strategy that includes ATL campaigns, in-store activations, and a robust digital presence. According to Rita Torres, marketing manager at SCC, the goal is to strengthen the emotional connection with Portuguese consumers. "St. Patrick's Day is a vibrant celebration in March, and this year, Guinness wants to bring it closer to the Portuguese, creating unforgettable moments for all who want to toast with us. Join us!" she invites.
The parade will feature around 500 musicians, including eight Portuguese and three Spanish bagpipe bands. A double-decker bus will showcase special guests from Guinness, offering a unique perspective of the event. The route will culminate in Rossio, where attendees can enjoy a themed market and musical performances, with free entry.
Guinness's activation strategy goes beyond the main event, enhancing visibility with out-of-home (OOH) advertising until March 23, complemented by digital campaigns and promotional activities at points of sale, including exclusive merchandise offers. Partnerships with e-retail platforms like Glovo and ECI Online will provide consumers with giveaways and samples.
Celebrations will continue in various Lisbon pubs, including Bar Liverpool, O’Gilíns Irish Pub, and Cheers Irish Pub Lisbon, where themed activities such as face painting and Polaroid photography will capture the fun moments.
To strengthen ties with the Portuguese audience, Guinness is also investing in influencer marketing, enlisting ambassadors Rodrigo Gomes and Luana do Bem to amplify the message and invite consumers to join the festivities.
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