Ballantine's launches golf promotions

Nicole Mezzasalma

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The brand has introduced a series of in-store promotions at airports across Europe before the Ballantine's Golf Championship in 2009

Pernod Ricard Travel Retail (PRTR) has announced a series of golf-themed in-store promotions at several airports between October 2008 and March 2009 in the run-up to the Ballantine's Golf Championship in Jeju, South Korea in April 2009. The Players' Lounge campaign started last month at Istanbul Atatürk airport, where throughout the month customers were invited to play an interactive golf game to win a branded prize.

The promotion will move to Moscow Domodedovo airport from December to January 2009, and customers at that location will be able to taste Ballantine's 17yo, 21yo and 30yo super-premium products. Passengers will also be given the opportunity to win a VIP trip for two to attend the Ballantine's Golf Championship in South Korea and attend a golf clinic with a top player.

The campaign will also be staged at airports across Europe, but PRTR said the venues have yet to be confirmed. The new promotions will offer a travel bag gwp with every Ballantine's super-premium purchase as well as the golf prize draw, tastings and the interactive game.

PRTR Europe marketing director John Smailes said: "This new activity reflects our commitment to encourage the travelling consumer to trade up within the Ballantine's family in European travel-retail. By ensuring premium executions in key locations, we are confident that this concept will allow us to make an impactful connection with our core consumers."

Chivas Brothers regional director Robin Johnston added: "Ballantine's shares many things with golf, from our timeless Scottish heritage and authenticity to our values of flair and integrity. It is great to see this association being brought to life in travel-retail, creating theatre for the benefit of consumers and retailers alike, with the ultimate 'money-can't-buy' prize at the Ballantine's Championship promoted in December."

PRTR also said that sales of Ballantine's in travel-retail have been "consistent over the past five years", making the brand the number three Scotch whisky brand in the channel.