Telegraph in Glenfiddich deal

Glenfiddich, the single malt whisky owned by William Grant & Sons, has chosen a press and online solution over TV, outdoor and radio for its Christmas and new-year promotional campaign.

Glenfiddich, the single malt whisky owned by William Grant & Sons,

has chosen a press and online solution over TV, outdoor and radio for

its Christmas and new-year promotional campaign.



Glenfiddich’s agency BMA Communications was asked to create a special

association between the brand and the yuletide celebrations. After

pitches from radio, TV and the press, BMA decided the quality press

would be the ideal medium.



The campaign will launch with a 24-page sponsored supplement in The

Daily Telegraph on 11 December which will be reproduced on the

Electronic Telegraph with links to the Glenfiddich website.



The supplement is designed to have a shelf life that lasts the entire

festive period, acting as a practical guide to surviving the holidays by

offering menus, games and advice on hosting parties. It will also

feature a ’Treasure Hunt of Scotland’ game with prizes of Glenfiddich

Special Reserve whisky. The names of competition entrants will be given

to the client to use as sales leads.



Glenfiddich will also sponsor a millennium quiz in The Sunday Telegraph

with a pounds 5,000 cash prize.



The pitch process, run by BMA’s director Chrissie Evans, was in two

stages and lasted a fortnight. The Telegraph’s strategic planner Mark

Evans first saw off the broadcast argument and then competed against

rival quality newspapers.



Evans said: ’Glenfiddich looked at all media but decided that press was

more flexible and could give more depth to its Christmas message. The

interactive element was also attractive.’



He added: ’We offered a strong combination with our Saturday package and

online exposure. And Glenfiddich knows our readers drink a lot of

whisky.’



In an attempt to widen its market, Glenfiddich has recently run several

advertising campaigns in lads’ magazines. ’However, they have decided to

come back to their heartland for this campaign,’ said Evans.



The supplement and quiz will be supported with house ads in The

Telegraph and 4,000 posters appearing in newsagents nationwide.



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