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An advertisement for Chivas Regal 25 featuring the official logo is highlighting the partnership at this year’s event |
FRANCE. Chivas Regal brand owner Pernod Ricard has agreed a three-year partnership deal to become the official Scotch whisky supplier to the Cannes International Film Festival.
Pernod Ricard Travel Retail Europe says it will be promoting the link with particular emphasis at Nice, Paris and Marseille airports, beginning in October.
“This unique partnership has allowed Chivas Regal to fuse with the passion, pleasure, exclusivity and glamour of the Cannes Film Festival,” said Pernod Ricard Travel Retail Europe Head of Marketing John Smailes.
“We are delighted with this highly prestigious initiative; it is an extremely complementary fit for the brand underlining Chivas Regal’s iconic status. We look forward to realising the partnership in travel retail later this year in time for the 2010 Cannes Film Festival,” Smailes added.
At this year’s festival, currently being held in Cannes, the partnership will be exploited via a specially created print advertisement for Chivas Regal 25yo featuring the official partnership logo.
Within travel retail, the advertisement will be positioned in key inflight titles, such as BA First, to complement its non-sector specific placements in markets outside France.
In addition, the advertisement will also be supported by a private Chivas bar at the Chacha Club on the famous Croisette beachfront for the duration of the festival.
The Chivas range, including Chivas Regal 25yo, will be poured at the Chivas Bar and at VIP parties and events.
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