News Briefs for August 17, 2012August 17, 2012
•Diageo has unveiled a new global campaign for Guinness, entitled “Paint The Town Black,” to launch the brand’s annual Arthur’s Day celebrations. The ad campaign, created by New York-based Saatchi & Saatchi and director Daniel Wolfe, has already launched on the Guinness Facebook page. It will make its television debut in Ireland on Sunday and then roll out in Singapore, the Caribbean and Great Britain. The ads feature a village preparing for Arthur’s Day by painting the whole town black. Arthur’s Day is an annual music event held since 2009 to honor brand founder Arthur Guinness. In the U.S., Guinness’ fourth-largest market, the brand returned to growth last year (+5.9%) and sold 1.2 million hectoliters, according to Impact Databank.
•Moët & Chandon Champagne has renewed its deal to be an official sponsor of the U.S. Open tennis tournament for the second year in a row. Coinciding with the Open, held August 27-September 9, the brand will introduce the Moët & Chandon Terrace lounge; hold a “Cheers for Champions” initiative, where a Moët & Chandon jeroboam signed by tennis players and celebrities will be auctioned off to benefit the USTA Serves Incorporated charity; and launch the Moët & Chandon Ultimate Tennis Experience digital sweepstakes on the brand’s Facebook page. Moët & Chandon, the top-selling Champagne brand both globally and in the U.S., saw U.S. volume increase by 1.3% last year to 410,000 nine-liter cases, according to Impact Databank.
•New York City’s Parks Department has chosen Philadelphia-based Emerald Green Group to take over the space that formerly housed Central Park fine-dining restaurant Tavern on the Green, which went backrupt and closed in 2009. Emerald Green outbid about a half-dozen other companies for the 20-year license to operate and maintain the space, and will transform it into a smaller, more informal restaurant with indoor seating for 300 guests, outdoor café seating for 200-300 guests and a takeout window for purchasing picnic fare and smoothies. The new concept is slated to debut in fall 2013 and the city will be paying for the roughly $10 million construction and renovations. Emerald Green Group, helmed by chefs Jim Caiola and David Salama, currently operates Philadelphia 70-seat bistro Beau Monde.
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