Glenfiddich

Project Description

GLENFIDDICH RE-LAUNCH

 

William Grant & Sons Campaigns Culminate in Award-Win

 

William Grant & Sons possesses the world’s most impressive portfolio of premium and high-end boutique spirit brands, including Glenfiddich, The Balvenie, Hendrick’s Gin, Reyka Vodka, Tullamore Dew, Monkey Shoulder, Sailor Jerry Rum and Milagro Tequila. To meet the rising Thai demand for luxury spirits, coupled with an increase in knowledge for top quality malts, William Grant & Sons retained Vivaldi PR for a wide-reaching multi-brand Paid, Earned, Shared approach to growing the distiller’s market share in Thailand.

 

Objective

 

Promote William Grant & Sons flagship brands Glenfiddich, Hendrick’s Gin and The Balvenie to Thai consumers through a personal connection to the country’s top online influencers; generate strong media, blogger, VIP and influencer reach.

 

Our Approach

 

To appropriately support such a large portfolio of brands, Vivaldi PR used every channel opportunity at its disposal including brand activations, tastings, launch events, blogger and influencer relations, celebrities, paid scoops and social media reach.  

Vivaldi PR created and rolled out Hendrick’s Gin and Monkey Shoulder sponsorship of the King’s Cup Elephant Polo tournament creating a unique platform called the Unusual Emporium set up as a Prohibition Era speakeasy bar with hidden taps for free-flow spirits. DJs joined forces with Thailand’s eight best bartenders and a totally instagramable influencer activation was launched, plus paid TV scoops, media and advertorials.

Vivaldi PR also supported brand activation and awareness campaigns for the launch of The Balvenie Lounge Bangkok and a co-branded project for Monkey Shoulder in association with the Maserati Owner’s Club Thailand. We completed heavy brochure rewriting, cross-promotion with spirits retailer Whisgars (also a Vivaldi PR client), plus media relationship management for a massive trade event with many industry stakeholders, celebrities and VIPs in attendance.

One of the challenges of working with alcohol companies in Thailand is the ban on beer, wines and spirits advertising in the Kingdom. Vivaldi PR used its strong connections with media, social influencers, hotels, ambassadors and beverage experts and spokespersons. In addition to Facebook and Instagram programs, a series of lifestyle and business advertorials and interview pieces brought Thailand’s top media representatives in direct contact with brand ambassadors and spirit experts.

A standout multi-award-winning event was the Southeast Asia re-launch of Glenfiddich. The Glenfiddich Distillery Experience is a virtual tour of the distiller’s Scottish production facility using cutting edge interactive technology to bring a guided tour to media, celebrities, VIPs and regional trade partners in attendance during the week-long Glenfiddich Distillery Experience. The re-launch reinforced Glenfiddich's status as the world's most awarded and biggest selling single malt Scotch whisky.

Vivaldi PR leveraged its industry-best media relationships combined with its considerable experience in involving celebrities and online influencers, creating a huge buzz around the virtual distillery tour, the first experiential Glenfiddich activity in Asia. Handling all aspects of VIP and celebrity guest liaison and event marketing, the production of paid television scoops, Instagram and Facebook influencers, video production, media invitations, pre-event press releases and post-event (photographic) viral marketing, Vivaldi PR worked closely with William Grant's Singaporean head office to delivery an exceptional return on investment for this “Asia first” event.

Vivaldi PR was awarded a top regional award in Marketing Magazine's second annual PR Awards, held at the Shangri-La Hotel Singapore. Vivaldi PR was the only Thai agency to receive an Award at the PR Awards that year. The win, in the category of Best Product Re-launch Campaign, was delivered in partnership with Ketchum Singapore.

 

Key Results within 6 months for The Glenfiddich Distillery Experience

 

Media Value:

 

  • Drive incremental volume, revenue and profit across Glenfiddich portfolio during events with 40 bottles worth 210,000 THB sold at the pop-up retail shop.
  • Significant volume of unique trials of Glenfiddich core variants with at least 3,800 unique trials by 1,000 guests throughout series.
  • Approximately 150 guests attended the high-end guided tasting dinner where Glenfiddich was lauded for the exceptional delivery of every course on each night.
  • 150 guests including celebrities and trade partners attended, while 45 journalists from 32 publications attended.
  • 6 million media impressions were garnered.
  • A total of 39 pieces of coverage arising from event clipped, including top-tier broadcast, print and online publications and social media posts.
  • Total returns on investment aggregated at 500.40% with PR taking up 85.54% of it.

 

[email protected] or call us on +66 (0)2 612 2253

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