To celebrate becoming an official partner of Festival de Cannes, Chivas Regal is running a once in a lifetime competition offering Travel Retail customers across the globe the chance to win a luxurious VIP trip to the star-studded film festival in May 2010.
Following the success of the promotion in The Netherlands, Korea, Asia, Frankfurt and Gulf Duty Free at the end of 2009, the promotion made its debut in the Americas and London Heathrow on 1 February 2010 and is due to be rolled out in Paris and Milan this spring.
Through this activity Pernod Ricard Travel Retail intends to inject further glamour and prestige into Chivas Regal 25 Year Old and communicate a strong brand message of exuberant luxury through its association with the Cannes Film Festival. The promotion aims to maintain Chivas Regal’s current positioning in the super-premium category and raise brand visibility, whilst encouraging trade-up and augmented sales for Chivas Regal 12, 18 and 25 Year Old references.
The lucky winner of the competition will receive one night’s accommodation at the legendary Hotel Martinez in Cannes, a VIP dinner and lunch, and the authentic ‘red carpet’ experience including the chance to attend a film première and after-party.
“The Cannes Film Festival is a strong partnership for Chivas Regal and Travel Retail is the perfect platform to showcase this association. This promotion is a substantial investment for us in Travel Retail and will play a key role in leveraging the message of the Live with Chivalry platform globally,” comments Robin Johnston, regional director, Global Travel Retail, Chivas Brothers.