Corporate anniversary rings, promotions, signs in retail stores, donations, scholarships, temporary price reductions or discounts, reflections on past accomplishments, special ad campaigns, new logos, and so on. Planning an anniversary can take years. In some cases, special marketing consultants and event planners have been hired to coordinate the effort. Large corporations typically work closely with their corporate advertising agency as well as their marketing and sales departments to plan sometimes elaborate campaigns, often with a special theme to mark the occasion. For example, Starbucks marked their 40th anniversary with a redesigned logo and media campaign. Guinness Brewery celebrated its 250th anniversary with
Our Lady of Aparecida Benedict XVI granted the Basilica of the National Shrine of Our Lady Aparecida a Golden Rose. The "Old Basilica" also possesses a Golden Rose, awarded by Pope Paul VI on August 12, 1967 and presented by the Apostolic Nuncio; it was a gift of the Holy See to mark the Pope's participation in the commemorations of the 250th anniversary of the devotion to the Virgin of Aparecida. The "New Basilica"'s Golden Rose was presented by Pope Benedict, who visited the Basilica and celebrated Mass there during his 2007 Apostolic visit to Brazil. Pope Francis celebrated Mass at the shrine on