Communication · ROOTS PR
Guinness: Oktoberfest
Giving one of the world’s biggest beer festivals a Malaysian twist, contemporary, local and impossible to ignore.
- RM 1.5M+ PR value
- 80+ Media placements
The Challenge
Reinventing a global tradition.
Oktoberfest is one of the world’s largest annual celebrations. To make it more interesting for Malaysians, Guinness Anchor Berhad wanted a fresh twist on the traditional festival, a contemporary infusion with localised, relatable elements.
The Solution
Local voices, modern energy.
ROOTS PR engaged influencers and opinion leaders from music, food & beverage and entertainment to bring an innovative take on the conventional Oktoberfest. Beyond the official media launch, the month-long campaign added media hosting sessions and collaborative initiatives.
The Impact
All positive, all month.
The campaign earned exclusively positive coverage of GAB’s distinctive approach, generating over RM 1.5 million in PR value across 80+ placements spanning traditional, online and social media.
A global festival, made Malaysian, and worth talking about.
