Golf Sponsorship for Johnnie Walker Whisky
Ko (3 from the left) and the Regional Director Mr. John Harvy (United Distillers, 3 from the right) at the prize ceremony.
Corresponding Organization/ Institutes
- United Distillers (Principal)
- Jardine Riche Monde (Brand Owner’s Distributor)
- Burson Marsteller PR Consultancy
- Royal Hong Kong Golf Club
- Selected stakeholders: members from various Intl Golf Clubs
Management Strategies Involved
- Use golf sponsorship to associate brand with prestigious event of relevance to consumer values/ lifestyle and trade interest
- Editorial coverage to showcase brand as finest of its kind and induce credible third-party endorsement.
- Event marketing to extend content and add depth to brand advertising message – engage prospects intimately with brand.
- To deploy perception management strategies and evaluate brand performance via tracking studies (behavioural change) – media audit and trade feedback.