The Printed Image - Arthurs Day Launch In-Store Theatre

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Client

Diaego

Project

Arthurs Day Launch In-Store Theatre

The Printed Image was commissioned by ADM and Diageo to create ‘in-store theatre’ for the off-trade around the first ever ‘Arthur’s Day’ – 24th September 2009. Colin Culliton explains how we lived up to the billing: 

“When Diageo decided to take the iconic St. James’s Gate on a Road Trip to celebrate ‘Arthur’s Day’, they called us. With Diageo, procurement specialists ADM, (our customer on the project) and Irish International (Guinness’ advertising agency) we met and planned how best to create in-store theatre in the off-trade. The client wanted something never done before - a suite that would evoke all the history and tradition that is rightly associated with the world’s leading stout. Something that would add a sense of festival and occasion around the big day."

Such was the success of Arthurs Day 2009 along with our St James Gate that it is set to become an annual event.