To maximise the value realised by Glenmorangie from their association with The Open Golf Championship and their ‘Spirit of The Open’ campaign.
We secured the brand ambassadorial services of two-time Major winner and four-time European Ryder Cup Captain, Tony Jacklin CBE, a figure embodying the qualities of sportsmanship, tradition and integrity and with appeal among Glenmorangie’s core audience. Tony undertook a wide range of activities, playing a central role in the campaign by hosting an exclusive evening of Open golf talk in association with The Telegraph newspaper and a series of corporate hospitality lunches at St Andrews during the Open Championship. We put on a free sampling event at St Andrews train station as fans arrived for the tournament and Tony offered unique insights into the Championship as special guest at dinners held by Glenmorangie. We were able to deliver Tony to fulfil a range of media requests on Glenmorangie’s behalf.
Glenmorangie benefitted from this successful collaboration in a number of ways, not least through a raised profile and successful positioning of the brand as the recognisable ‘Spirit of The Open Golf Championship’.