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Looking for a pot of gold: the best St Patrick’s Day campaigns

St Patrick’s Day is celebrated by people throughout the globe.

Here in the US, we’ve been observing this day since as early as 1601 and it has become a huge event across the country.

Of course, we’ve come a long way since the first St Patrick’s Day celebrations in the US. To put into perspective the magnitude that St Patrick’s Day celebrations have here, a grand total of 53.3% of Americans plan to attend or have some form of celebration on 17th March, with an astounding estimate of $5.9 billion spent.

Its popularity makes this day a lucrative marketing opportunity for companies. And it isn’t just bars or restaurants capitalizing on the celebrations. In fact, countless companies and even cities go all out on this day with their own St Patrick’s Day campaign, and we are taking a look at some of the best!

Guinness Get Together

 

When we think of St Patrick’s Day and the drinks we can enjoy to celebrate, we inevitably think of Guinness. It is only natural, therefore, that year on year Guinness’ marketing activity goes all out for 17th March.

Last year was no different, with the brand’s ‘GuinnessGetTogether’ campaign. Run in partnership with Tourism Ireland, the campaign encouraged Instagram users to post their own photos from their St Patrick’s Day celebrations (with Guinness, of course), alongside the hashtags #GuinnessGetTogether and #Contest, to be in with a chance of winning a week-long vacation to Ireland and the keys to a classic Irish pub for 48 hours.

Attracting thousands of responses, this campaign allowed the brand to engage with the countless Guinness drinkers and boost its profile during what could arguably be deemed one of its most important dates on the calendar.

Tourism Ireland’s Global Greening

Of course, as an Irish celebration, Tourism Ireland has a huge opportunity on St Patrick’s Day to capture the attention of a worldwide audience, and they certainly do so. Now in its 10th year, Tourism Ireland’s Global Greening campaign lights up landmarks across the world in green each year on 17th March.

Each year more and more landmarks are added to the list, allowing the brand to really convey the day as a global event and boost the perception of Ireland as a tourist destination. Notable monuments that have gone green are: Great Wall of China, London Eye, the Leaning Tower of Pisa and Sydney Opera House.

This year an amazing 21 US landmarks will be lit up in green, including Madison Square Garden in New York, the Venetian in Las Vegas, City Hall in San Francisco and Boston City Hall. You can view the full line up here.

Rivers turn green

Image result for chicago river turns green

It’s not just buildings that are being turned green in the US. Even cities are getting in on the St Patrick’s Day action! Chicago is one of the most famous examples of this, with an astounding 400,000 onlookers witnessing the river turn a brilliant emerald green each year. The dying process coincides with the city’s St Patrick’s Day Parade, and typically lasts around five hours.

Now in its 65th year, the huge crowds that this display draws will obviously provide a huge boost to Chicago’s tourism. And Chicago is only one of the cities with a green river for this one day, San Antonio, Savannah, Tampa, Washington D.C and many others are also getting into the St Patrick’s Day spirit with their own green waterways.

How is your business celebrating St Patrick’s Day this year? We’d love to see your celebrations over on Twitter!

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