Grant's whisky seeks brand loyalty through digital initiative
Grant's, the William Grant & Sons-owned blended Scotch whisky brand, is launching a new website in an effort to develop a closer relationship with customers.
The 'After Hours Club' website, created by agency Geronimo, targets hobbies associated with whisky drinkers, such as gardening and classical music, as it looks to generate a greater sense of brand loyalty.
On the site, Grantswhisky.com/afterhours, users can win tickets to an exclusive concert with pianist Murray McLachlan. Grant's has also created a 'Garden Terrace' where visitors can receive gardening tips from TV presenter Chris Beardshaw, as well as winning tickets to BBC Gardener's World Live.
"In a market so focused on price, it was important to understand what really matters to Grant's consumers, and do things differently to get them interacting. The website really taps into their passions and interests outside of whisky, and provides relevant content to engage with them," said Geronimo managing director Andy Snuggs.
William Grant & Sons hired Geronimo last year with a brief to devise a UK digital and CRM strategy, following a wider review of its digital marketing.
This article was first published on marketingmagazine.co.uk
- Senior copywriter story uk limited Negotiable depending on experience, Edinburgh
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Marketing Executive Ball & Hoolahan £24,000 per annum, London (Central), London (Greater)
- Senior Brand Manager Ball & Hoolahan £50,000 + Car/Car Allowance, London (Central), London (Greater)
- Account Director, maternity contract - high end creative for fashion, retail, luxury Story Recruitment £45-50k dependent on experience, London (Central), London (Greater)
- What the end of Page 3 means for advertising
- Havas partners with Facebook's Atlas for multi-device ad targeting
- Daily Mirror publishes its own tits on Page 3
- 'This girl can' tops Campaign Viral Chart
- John Brown Media appoints Rebekah Billingsley to head of digital and content strategy role
- 'You don't have to explain yourself if you are getting the job done,' says Tracy De Groose on work and motherhood