Case Study

Guinness
Mount Cameroon & Race of Hope -

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.

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
  • Guinness Race of Hope
  • Guinness Race of Hope
  • Guinness Race of Hope
  • Guinness Race of Hope
Brief
  • 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.
Activation
  • 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.
Outcome
  • Successful media management with positive outcomes and achieved various earned media and value added activities for client.
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