St. Patrick's Day

Marketing

History

  • St. Patrick's Day began as a religious feast day for the patron saint of Ireland. It has become an international celebration of Irish culture. Named for Saint Patrick, a patron saint and national apostle of Ireland, it is celebrated March 17, and falls during the season of Lent.
  • St. Patrick's Day became a holiday around the 9th or 10th century, and later observed in the U.S.' thirteen colonies in 1737.
  • 51.2% of Americans, along with millions of other people around the world, celebrate St. Patrick's Day. While it started as a Catholic holiday, many celebrate it in appreciation of Irish culture.
  • Saint Patrick was instrumental in bringing alcohol to Ireland, which eventually had a significant impact upon the Irish culture.
  • March 17 was when St. Patrick died.
  • Green symbolizes the return of spring as well as the Irish culture.
  • Saint Patrick, at age sixteen, was captured by Celtic raiders and spent several years as a slave in Ireland.
  • Although it is associated with drinking, St. Patty's Day was a dry holiday in Ireland until 1970.
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Canada

  • In Canada, Saint Patrick's Day is an official holiday only in the province of Newfoundland and Labrador, but groups, notably Guinness, have lobbied to make Saint Patrick's Day a federal holiday.
  • Saint Patrick's Day parade in Canada occurs each year in Montreal, Québec. The parade has been held since 1824.
  • The Toronto St. Patrick's Day Parade is one of the largest in North America, since it began in 1988.
  • In the Province of Manitoba, the Irish Association of Manitoba runs an annual three day festival of music and culture based around St Patrick's Day.

  • Canada became home to many immigrants before the Irish famine.

Economy

St. Patrick's Day impacts Canada's economy as it

  • Boosts tourism due to parades
  • Parades highlight cities, and entice travelers.
  • Increase in alcohol sales.
  • Local bars and restaurants, specifically Irish ones, see a boost in sales.

Australia

  • While St Patrick’s Day is not a public holiday in Australia, it is a popular event in many restaurants and pubs.
  • Some businesses and organizations in Australia hold St Patrick’s Day breakfasts and lunches where lucky door prizes are given and Irish food and drinks are served. Many pubs hold St Patrick’s Day parties, where local bands play Irish music and green drinks are served.
  • St Patrick Day parades are held in Sydney and Brisbane, featuring people dressed in traditional costumes, in green, or as leprechauns.
  • Many Irish associations and historical societies hold events that give people the chance to learn about the history of Irish immigration and settlement in Australia.

Economy

St. Patrick's Day impacts Australia's economy through

  • The tourism it brings because of the parades.
  • Increase of pub and restaurant sales.
  • Increase of alcohol sales.
  • Increase of future travelers due to parade exposure.

MLB

  • Product

Major League Baseball has created a specialty event line of St. Patrick's Day apparel, featuring green hats and jersey.

  • Place

The apparel is sold online at Fanatics.com and can be shipped nationwide.

  • Price

Hats are priced at $37.99, while jerseys start in the mid $200s.

  • Promotion

The new apparel has been advertised on Twitter, and their official website.

  • People

The target market is made up of baseball fans of all ages, particularly older ones who partake in the holiday. With the start of the season coming up, the MLB developed this brand to encourage fans to express their enthusiasm for their favorite teams, while celebrating St. Patrick's Day.

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