Jameson sponsors London urban golf tournament
LONDON - Jameson Irish Whiskey has signed a headline sponsorship deal with the 2006 Shoreditch Urban Golf Open.
The Pernod Ricard brand is investing £500,000 in an integrated marketing campaign that it hopes will reach more than 2m adults.
Jameson Shoreditch Urban Open, to be held on September 24, will transform the streets of East London's Shoreditch into an 18-hole, 72 par urban golf course, with 64 players participating.
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Marketing activity includes online and radio promotions, press, PR, sampling, viral and ambient marketing.
Sara Jolly, Jameson Irish Whiskey marketing manager, said, "This is an ideal event with which to partner Jameson Irish Whiskey, as it directly engages our target audience.
"The funky nature of the event communicates that we are a brand that sets itself apart from others in the category. The integrated campaign also communicates our message creatively and is set to increase brand recognition and so drive sales."
On September 11, a Jameson Shoreditch Urban Open viral game will be launched, coinciding with the pre-event sampling and promotions around the area.
Radio station XFM will be running a competition to win a place to play at the event alongside XFM presenter Shaun Keaveny and the band Athlete.
A dedicated website, JamesonUrbanGolf.co.uk, will provide information and allow consumers to register their interest in taking part in the event.
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Jameson Urban Golf: headline sponsorship
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