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BALLANTINE’S17YEAROLDSIGNATUREDISTILLERYGLENTAUCHERSLIMITEDEDITION
PRPLANShanghai,December24th,2014
2BACKGROUNDPROBJECTIVESPRSTRATEGIESKEYMESSAGESTACTICSMEDIALISTTABLEOFCONTENTS
3BACKGROUNDOver40differentmaltandgrainwhiskies,sourcedfromalloverScotland,areblendedtogetherinBallantine’s17YearOld.Amongthese,fourstandoutas‘signature’malts:Scapa,Miltonduff,GlentauchersandGlenburgie.Ballantine’s17YearOldhaslaunchedalimitededitionrangetoshowcaseeachofthefoursignaturemaltswhichhelpdefineBallantine’s17YearOld’smasterfulblendofover40whiskies.Ballantine’sSignatureDistilleryEditionswillbuildintoaremarkableandenlighteningdemonstrationoftheartofblending.BuildingonthesuccessfulreleaseofScapaandMiltonduffEdition,GlentauchersEditionisthenextofthesignaturemaltstobeshowcasedintheBallantine’s17YearOldSignatureDistillery.
4PROBJECTIVESEnhancetheawarenessofBallantine’s17YOfoursignaturemaltsaswellasit’sexceptionalartofblendingthroughthenewlylaunchedthirdedition-Glentauchers.LeveragetheuniquecharactersofBallantine’s17YOSignatureDistilleryGlentauchersEditiontofurtherreinforcethevitalpositioningofBallantine’sflagshipline-Bal17YO.Strengthenthebrandpreference/affinityamongmediaandtargetaudience,thengenerateword-of-mouth.Maximizeexposuresinbothtraditionalandsocialmediaplatforms.
5PRSTRATEGIESConsolidateaholisticcommunicationsplanforBallantine’s17YOSignatureDistilleryGlentauchersEditiontomaintainexposureduringthefollowingmonthsespeciallytheseasonaltopicssuchasCNY,Valentine’sDayandWhiteValentine’sDay.Leveragethebrandbackgroundaswellasthebeautyshotstodrivein-depthmediacoveragetofurtherreinforcethebrandimageasanultrapremiumblendedScotchwhisky.Taketheopportunityofgiftingseasontodeepenthemediarelationship,tonotonlythanktheirsupportin
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