LOS ANGELES: Single-malt scotch brand The Glenlivet is hosting a traveling golf course as part of a new campaign to increase lifestyle buzz for the brand.
Called The Glenlivet City Links tour, the campaign kicked off with a nine-hole course in Times Square in late September and will travel to Boston, Chicago, San Francisco, and Dallas in coming months.
"It is actually a significant investment and departure from what we've normally done," said Craig Johnson, director of marketing for the brand. "We did a lot of very good PR about new products, but we weren't getting that lifestyle PR."
Johnson said the concept is directed at males 28 to 40, adding that experience has shown that PR and consumer education were the two best tools for reaching The Glenlivet's key demographic, and the golf course allowed for both.
PR for the effort is being handled by New York-based The Thomas Collective. The concept and execution of the pop-ups are being led by Chicago-based Legacy Marketing Partners.