Guinness is spending £4.9m in a marketing and advertising blitz designed to give its stout ownership of St Patrick's Day on March 17. In the biggest push that has gone behind the brand for the event anywhere in the world Guinness has lined up TV and bus side ads, radio promotions and a full range of promotional activity. The TV ad has been created specifically for St Patrick's Day and this is the first time Guinness has done so for three years. It will go on air next Thursday and the intense two and a half week campaign on terrestrial and satellite channels should be seen at least three times by 70% of men aged between 18 and 34. Marketing manager Wendy Darlington said Guinness is buying all the major spots around key male viewing programmes. Promotional material is now being rolled out to participating stores and include deals on 12,18 and 24 packs in the major retailers. In specialists the focus will be on pricing deals on four packs. In independents there will be extra free deals on Guinness Original and price marking on Guinness Draught in cans. The brewer will also be sending messages and emails to those on its database reminding them of the St Patrick's Day activities and encouraging them to visit the website. Darlington said: "We know this kind of intense heavyweight activity works because we have measured it. "This is the ultimate excuse for a good natured drinking occasion. "It helps us bond with existing drinkers and attract new ones. "We are confident this level of investment, combined with the fact that this year's St Patrick's Day is on a Saturday, will result in record breaking sales figures." {{DRINKS }}