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Red carpet success: Chivas Regal Cannes Film Festival promotion in Istanbul; Chivas promotional stand in Paris |
EUROPE. Chivas Regal has heralded the success of its recent sponsorship of the Cannes Film Festival 2010 and associated promotional activity across European travel retail.
Over 2,500 customers entered a grand prize draw when they purchased a bottle from the Chivas range at London Heathrow and Paris Charles de Gaulle airports.
The prize of a “˜24 Hours of Glamour’ VIP package for two at the Cannes Film Festival included one night’s accommodation at the luxurious Hotel Martinez in Cannes, transfers by helicopter, a VIP dinner and lunch, and the authentic “˜red carpet’ experience, including the chance to attend a film première and after-party.
Pernod Ricard Travel Retail Europe Brand Manager Neil Sharp said: “We are very pleased with the results we have seen following our pan-European activation to celebrate Chivas’ sponsorship of the Cannes Film Festival. Chivas Regal and the world’s most renowned film festival are both icons of glamour, sophistication and luxury and make for obvious partners.
“By collaborating with key European retailers we are delighted to have been able to showcase this partnership to a vast consumer base, which led to significant sales and footfall uplift.
“We delivered strong added value for the consumer by offering the “˜24 Hours of Glamour’ at The Cannes Film Festival prize package, which was successful in generating strong interest among new and existing consumers alike,” Sharp concluded.
The Cannes promotional activity was rolled out across seven locations in Europe: Madrid, Istanbul, Copenhagen, Milan, Nice, London and Paris between November 2009 and April 2010.
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