Guinness Unveils New Site to Attract Repeat Visits

British Isles brewer Guinness UDV, maker of Guinness beer, has relaunched its Web site in a bid to strengthen its relationship with online consumers.

Retooled by agency Carlton Digital, the 5-year-old is now divided into three interactive areas — “Knowing,” “Seeing” and “Doing” — to encourage repeat visits from consumers.

“We want to work as hard as possible for the brand and continually look to evolve the site,” Anita Robinson, global marketing director at Guinness, London, said in a statement.

Guinness shop Carlson Digital also works on the brewer's Johnnie Walker whisky brand account. Other clients include the British Broadcasting Corp.'s, BOC Gases, Dunlop, eComet, Muller and Crown Paints.

Carlson Digital is the interactive arm of Carlson Marketing Group, a customer relationship management firm.

The “Knowing” section addresses a consumer's desire for more knowledge of the Guinness brand and heritage. A timeline allows consumers to scroll through important events in the brewer's history.

Included in the same section are Guinness brand facts and prompts for visitors to submit their own pearls.

Those interested in Guinness advertising can visit the most comprehensive archives outside the Guinness Storehouse landmark in Dublin, Ireland, by clicking into the “Seeing” area.

Here, consumers can see the latest “Free-In” ad. They can also post their views on current campaigns, mail online cards, vote for their best Guinness ad and test their advertising knowledge.

It is in the “Doing” area where Guinness hopes to retain abiding consumer interest. This section boasts promotions, offers and sponsorship information. The Guinness online merchandise store is located here as well.

The revamped site initially debuts in Britain, followed by Ireland, United States and other key markets. The site was retooled for 500,000 pounds, or $714,000.

“Our challenge was to create a site that would — bring consumers back again and again in an environment that deepens the consumer's relationship with the brand,” Nick Meads, creative director at Carlson Digital, said in a statement.

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