Previous Tenure

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

  1. Use golf sponsorship to associate brand with prestigious event of relevance to consumer values/ lifestyle and trade interest
  2. Editorial coverage to showcase brand as finest of its kind and induce credible third-party endorsement.
  3. Event marketing to extend content and add depth to brand advertising message – engage prospects intimately with brand.
  4. To deploy perception management strategies and evaluate brand performance via tracking studies (behavioural change) – media audit and trade feedback.