Brand PR

Guinness Mount Cameroon & Race of Hope

Guinness Cameroon S.A. (GCSA) is a historic beverage company in Cameroon that has transitioned from a direct manufacturing subsidiary into a licensed franchise operation. Originally established as a fully owned subsidiary of the British global giant Diageo plc, the company's asset structure was fundamentally reshaped when Diageo divested its brewing assets in the country.

Client: Guinness Cameroon S.A.

Industry: consumer goods

Service: Brand Management.

Category: Brand PR

Client Overview

The Context

In the spirit of giving back to the society, the brand sponsors the iconic annual sporting event where local and international athletes hike the Buea Mountain with support from the Cameroon athletics federation.

Our Approach

The Strategic Programme

The GMCROH which first took place in 1973 has come to be accepted as a cultural heritage, a means to engage consumers and an occasion to give back to the society.
The 2016 GMCROH should be showcased as a corporate social responsible brand vis-à-vis its marketing objectives.

Execution

Putting the Strategy to Work

All officials with key roles where engaged before the Race of Hope proper, feature articles/analysis were also published in tier one newspapers with photo and press release syndication in major papers across the region.
Feature articles/analysis were published in tier one newspapers with photo and press release syndication in major papers across the country..

The Results