Johnnie Walker has successful journey to Dubai

Diageo has hailed its recent Success is a Journey promotional campaign for Johnnie Walker at Dubai Duty Free as a success. The campaign, using the tagline ‘success is a journey, enjoy the ride’, ran from December 2007 to January 2008 and offered passengers buying Johnnie Walker the opportunity to win a Mercedes SL600.

 

Diageo claimed that the competition—eventually won by South African passenger Bazil Govender—attracted a record number of entries. The promotion, which used Johnnie Walker’s long-standing association with Formula One motor racing, was one of the biggest ever staged by Diageo at Dubai Duty Free.

 

Diageo regional marketing director Tony Amine said: “Our objective was to create an exciting promotion to reward our brand supporters. As part of this promotion we were committed to communicating Diageo’s responsible drinking agenda across the region and will continue to actively pursue consumer education.”

 

Diageo customer manager Mike Hawa said: “We are absolutely thrilled with the excitement that the promotion has created within this unique retail environment and look forward to working with Dubai Duty Free on other future travel-retail projects. We’d like to congratulate the winner, Bazil Govender, and thank him for his brand support.”