Studios add spirit to Chivas Regal's ambassador search

This is the third year Chivas Regal Scotch Whiskey is seeking two spokespeople to represent its brand and scour the globe in pursuit of the Chivas life.

This is the third year Chivas Regal Scotch Whiskey is seeking two spokespeople to represent its brand and scour the globe in pursuit of the Chivas life.

Playing off its ad campaign, which features adventure seekers across the globe, Chivas is adding a new dimension to expand its efforts to reach the high-end demographic. "This program illustrates our ad campaign in a way that is very impactful to consumers," said brand director Craig Johnson. "This idea of a dream job is really impactful. Everyone would love to travel the world, tell us their stories, and work for Chivas Regal."

Idea: "Sharing a bottle of Scotch with friends is very important, very communal," added Johnson. "We [sought] people who know what that means and who want to go out and look for those experiences that are the Chivas life." The winners of the selection process will spend a year and $200,000 traveling the world to find the Chivas experience and chronicling the journey on Chivas' Web site.

Tools: The Thomas Collective will help to open Chivas Studios in six cities - New York, LA, Dallas, Miami, Chicago, and Las Vegas. Each studio will be open for three weeks and will allow potential ambassadors to apply for the job in person and create their own video résumés on the spot. Musical acts such as Tony Touch and Yerba Buena will perform at the studios, and the brand has partnered with various media outlets, such as Trader Monthly, to further promote the Chivas Life atmosphere of the studios.

Measurement: The success of the campaign is being measured in traditional media impressions, as well as by the number of applicants for the Chivas ambassador job. "Because it is a job search, people get really involved in it," adds Johnson. "It's something you can't quantify, but we love to see the materials they send us."

Organization:  
Pernod Ricard USA

Campaign:  
The Search for the Chivas Life

PR team:  
The Thomas Collective

Other marketing: 
Corresponding Chivas Life ad campaign

Launch:  
October 24, 2006

Budget:  
Undisclosed

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