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Liveposter Brings Precision Dynamic Advertising to Life for Guinness Storehouse

As the summer season blooms in Dublin, Diageo has launched an innovative and engaging digital out-of-home (DOOH) campaign to promote the iconic Guinness Storehouse. This proximity-based initiative, brought to fruition by PHD and Source out of home, strategically leverages digital advertising to attract tourists and locals alike.

Dynamic Campaign Elements Across Dublin

The campaign's dynamic components are prominently featured on Digital 6s screens within a 30-minute walking radius of the Guinness Storehouse. These screens creatively inform potential visitors about the distance and walking time to the venue. Adding a touch of local humor, the message "precipitation is high, our views are higher" appears whenever rain threatens to disrupt the summer vibe, playfully acknowledging Ireland's famously unpredictable weather.

Building on Success

This innovative approach builds on last year’s successful campaign, which garnered a Gold award for Best Use of Cross-Platform Out of Home at the Media Awards. The current campaign not only highlights dynamic content but also includes non-dynamic advertisements encouraging advance bookings. These ads are displayed on various formats, such as Transvisions, Digipanels, and digital station galleries.

Crafting Contextual Relevance

PML Group, through Liveposter’s PRecision platform, has mastered the art of crafting contextually relevant, location-specific advertisements. This campaign showcases dynamically-enabled Digishelters and Digipanels targeting key urban corridors and high-traffic city center locations in Dublin. Notable areas include Aungier Street, Grafton Street, and O’Connell Street, ensuring that the campaign captures maximum attention and footfall.

Enhancing Visitor Experience

By combining real-time data with creative advertising, this campaign not only drives traffic to the Guinness Storehouse but also enhances the visitor experience. The use of dynamic, location-based prompts ensures that potential visitors are informed and engaged, making their journey to the Storehouse more interactive and enjoyable.

In conclusion, the collaboration between Diageo, PHD, and Source out of home, powered by Liveposter’s precision-driven platform, demonstrates the power of innovative DOOH advertising. This campaign not only promotes one of Dublin’s most famous attractions but also sets a new standard for dynamic, contextually aware marketing strategies in the city.

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