Singapore, 21st May 2007 - Guinness has debuted its first partnership with ESPN as the official endorser to the annual Asian 9-Ball Tour in a big way on JCDecaux Streetside which commenced on 9th May for 4 weeks.

Guinness transformed the roof of a bus shelter roof on Orchard Road in front of The Heeren into a pool table with a giant size man leaning over the table striking a pose. A network of 12-sheet posters with built-in 42" showscreens and 30 6-sheet posters were also bought to support the campaign. The objective of the campaign is to create awareness for Guinness as the official brand for this prestigious Pool tournament in Asia. In mid July, Singaporeans can not only catch one of Asia’s Best 9-Ball players duke it out as part of the 4th leg Guinness 9-Ball Regional Tour but also stand a chance to play alongside with them!

John Galvin, Marketing Manager, Asia Pacific Breweries (Singapore) Pte Ltd adds, "Pool shares the 250 years history of the Guinness brand all around the world. Guinness is proud to bring the Greatness Pool to all of Asia with its support of the Guinness Asia 9Ball tour. Guinness is activating a full through the line campaign from TV to Print and is delighted to be associated with JCDecaux as a premier provider of key media space. We believe that this great partnership between Guinness, MindShare & JCD will help further reinforce the relevance of Guinness to our Singapore consumers. Now, that’s Greatness!"

Media planning and negotiations were handled by Mindshare Singapore while the creative was crafted by Saatchi & Saatchi.