Drawing inspiration from the Queensland state government's 'Best job in the world' campaign, Can Create has created a minisite for Glenfiddich on zhaopin.com to recruit an ambassador who is passionate about whiskey.
The search will continue over the next two months, with Can Create banking on community forums, blogs and PR events to popularise the campaign.
According to the agency, Glenfiddich’s target customers in China are "sophisticated, white-collar men in tier-one cities".
The McCann Worldgroup agency was awarded Glenfiddich's business in September following a credentials pitch that included several undisclosed agencies. Its duties include the management of Glenfiddich's brand positioning, strategy, online and offline brand communications and digital marketing. It will additionally work with IPG sister company GolinHarris, which is Glenfiddich’s global PR partner.
“As the client’s budget is not substantial, we need to get creative in order to raise the brand’s visibility in China," said Canon Wu, chief creative director of Can Create. "We don't want to use typical, traditional PR executions - like having a product-launch, PR party or getting some journalists to visit whisky refineries in Scotland.”
“The brand already has ambassadors in different parts of the world, who would represent the brand to the media or take on an educational role at hotel and PR functions to share the brand’s stories,” Wu continued, adding that Glenfiddich is confident in its regional sales. "The client does not really worry about the sales, as there is only a limited supply of bottles each year – in fact its sales in Hong Kong and Taiwan are pretty good. People buy and enjoy the whisky at home or at piano bars.”
Glenfiddich competes with whisky brands Chivas Regal and Johnny Walker in China.
The search will continue over the next two months, with Can Create banking on community forums, blogs and PR events to popularise the campaign.
According to the agency, Glenfiddich’s target customers in China are "sophisticated, white-collar men in tier-one cities".
The McCann Worldgroup agency was awarded Glenfiddich's business in September following a credentials pitch that included several undisclosed agencies. Its duties include the management of Glenfiddich's brand positioning, strategy, online and offline brand communications and digital marketing. It will additionally work with IPG sister company GolinHarris, which is Glenfiddich’s global PR partner.
“As the client’s budget is not substantial, we need to get creative in order to raise the brand’s visibility in China," said Canon Wu, chief creative director of Can Create. "We don't want to use typical, traditional PR executions - like having a product-launch, PR party or getting some journalists to visit whisky refineries in Scotland.”
“The brand already has ambassadors in different parts of the world, who would represent the brand to the media or take on an educational role at hotel and PR functions to share the brand’s stories,” Wu continued, adding that Glenfiddich is confident in its regional sales. "The client does not really worry about the sales, as there is only a limited supply of bottles each year – in fact its sales in Hong Kong and Taiwan are pretty good. People buy and enjoy the whisky at home or at piano bars.”
Glenfiddich competes with whisky brands Chivas Regal and Johnny Walker in China.
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