Diageo's 'Success is a Journey, Enjoy the Ride' campaign has proved a resounding success at Dubai Duty Free. This promotion was a first within the Dubai Duty Free retail market. Staged in the centre of Dubai's International Airport retail environment, this innovative promotion ran during the peak travel season, between December 2007 and January 2008. It offered Johnnie Walker purchasers the chance to win a Mercedes-Benz SL600 and attracted a record number of entries, creating a buzz and excitement within the airport.
The mechanics for the promotion were simple - and it proved to be a winning campaign. Consumers purchasing products from the Johnnie Walker brand range were provided with a coupon upon purchase and were encouraged to enter the prize draw, with the chance of winning the impressive Mercedes-Benz model.
The promotion represented Diageo's visionary sales and marketing strategies and cements a strong partnership between Johnnie Walker and Dubai Duty Free which will continue to reward consumers in the future.
Tony Amine, Regional Marketing Director for Diageo commented: "Johnnie Walker is a sophisticated and pioneering brand that inspires personal progress and has a big story of growth and heritage to tell in this region. Our commitment to the brand and its activation lies within this aspiration. Our objective was to create an exciting promotion to reward our brand supporters. As part of this promotion we were committed to communicating Diageo's responsible drinking agenda across the region and will be actively pursuing consumer education on an ongoing basis."
Mike Hawa, Diageo Customer Manager, commented: "We are absolutely thrilled with the excitement that the promotion has created within this unique retail environment and look forward to working with Dubai Duty Free on other future travel retail projects. We'd like congratulate the winner, Bazil Govender, and thank him for his brand support."
The promotion is one of the largest projects that Diageo commissioned in Dubai, and marked their continued partnership with Formula 1. Johnnie Walker has been a long-standing Formula 1 Vodafone McLaren Mercedes team sponsor and this promotion continued this great relationship.
Mike Hawa, and Colm McLoughlin, Managing Director of Dubai Duty Free, were both on hand to announce the exciting draw on January 31st. The lucky winner, Bazil Govender, 43 from South Africa, stopped over in Dubai while on holiday with this family and purchased the full Johnnie Walker range for a Christmas celebration. Bazil was absolutely delighted with the news of his exciting prize.
-Ends-
About JOHNNIE WALKER® and Formula 1
JOHNNIE WALKER® is the world's number one whisky brand, enjoyed by people in almost 200 countries around the world. Since the time of founder, John Walker, it has been closely associated with the concept of personal progress. A combination of consumer insight, determination and commercial astuteness enabled three pioneering generations of Walker men to grow the small grocery store founded in 1820 into an international whisky business selling stylish, authentic, iconic brands.
This progressive and innovative approach has continued into the 21st century and in 2005 JOHNNIE WALKER entered a partnering agreement with the Vodafone McLaren Mercedes (VMM) Formula 1 team. Today JOHNNIE WALKER is recognised as an icon of personal progress, as an international, high-status, sophisticated and dynamic brand. The Vodafone McLaren Mercedes team and Formula 1 racing closely match these characteristics and provide a unique and exciting platform for engaging with today's consumer.
Diageo is committed to promoting responsible drinking, and responsible drinking is at the heart of our sponsorship of VMM / F1. The issues of responsibility and choice are critical to the debates on alcohol. Through its pioneering sponsorship, and with Mika Häkkinen as the Global Responsible Drinking Ambassador, JOHNNIE WALKER® tackles these issues directly. The JOHNNIE WALKER relationship with VMM and Mika Häkkinen demonstrates that alcoholic beverage companies can effectively promote responsible drinking and change consumer attitudes to over-consumption and drinking and driving.
Today's range of stylish, award-winning whiskies now includes BLACK LABEL, RED LABEL, BLUE LABEL, GREEN LABEL, GOLD LABEL, PREMIER and SWING. Together they account for 13.7 million cases annually, making JOHNNIE WALKER® the most popular whisky in the world. Formula 1 is the most watched sport in the world with a global television audience of over 2.9 billion.
The Labels
Throughout almost 200 years of trading, John Walker's original values of quality and consistency have been rigorously applied to the blending process of each whisky in the range. Like John's grandson, Alexander, a master of the art of blending, today's specialists combine a first-class training, a natural talent and a Master Blender's perceptive nose; all crucial when creating complex blends. The brand won its first global award for quality in 1878 and has taken over 130 highly prized international medals in the past 16 years alone
Diageo is the world's leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, Baileys, J&B, Cuervo, Captain Morgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo trades in some 180 countries around the world and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at www.diageo.com.
Diageo is committed to responsible drinking through: setting world-class standards in responsible marketing, promotion and innovation; promoting a shared understanding of what responsible drinking means, and working with others to combat alcohol misuse.
JOHNNIE WALKER, the Striding Figure device and associated logos are trademarks.
For further information please contact:
Alexa Hopkins or Toby Hampton
Kavanagh Communications
alexa@kavanaghcommunications.com or toby@kavanaghcommunications.com
+44 1483 238 843 or +044 1483 238 848
© Press Release 2008
