CAMPAIGN: Chivas Regal uses poker to draw in City slickers

Owned by Pernod Ricard, Chivas ­Regal is one of the world's most-recognised premium Scotch whiskies. However, the brand had gained a fogeyish ­image. To help rekindle the drink's sophisticated credentials with career-focused big spenders, Pernod Ricard hired PR agency Launch Group.

Chivas Regal: ‘Discover Poker’ events targeted affluent workers across the capital
Chivas Regal: ‘Discover Poker’ events targeted affluent workers across the capital

Client Pernod Ricard
PR team Launch Group
Campaign Chivas Regal Discover
Timescale Ongoing from October 2006
Budget Around £150,000

To raise awareness of Chivas Regal among high-earning workers in the City and Canary Wharf, while maintaining the brand’s top-end credentials.

Strategy and plan
Launch Group ­organised a series of branded ‘Discover Poker’ events. The team created an intranet PR campaign, directly engaging companies based in Canary Wharf and the City, to develop a database of contacts, each of whom received an e-invite.

Recipients were directed to a microsite designed and built by Launch Group and invited to register for the guest list. They could also use the site to invite friends to the poker events, read about the brand, download music, learn how to play poker and get cocktail recipes.

Launch Group approached firms in different areas of London for each event. This was supported by ­targeted media relations, invites for key journalists and brand partnerships in City and London publications, ­including the glossy Square Mile ­magazine. To encourage attendees to continue to drink the whisky outside of the poker events, guests were also given loyalty cards, entitling them to a free Chivas and mixer at selected bars.

Measurement and evaluation
Coverage highlights included a full-page feature in thelondonpaper, recommendations in Elle Hot UK and Urban Junkies newsletters, and being named ‘Party of the Week’ by City AM.

More than 800 people signed up to the launch event on the Silver Sturgeon riverboat. The most recent event, this July, achieved 650 unique registrations in five days. In London, last month’s sales of Chivas Regal rose by 23 per cent on the previous month.

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