Old Pulteney
Team Sponsor

Objective

To increase the global brand awareness of the Old Pulteney story and award-winning taste through a unique multi-platform marketing campaign.

Activation

The ‘Maritime Malt,’ Old Pulteney leveraged the incredible scope that Clipper Race sponsorship provides from a marketing perspective. It took a creative and proactive approach with its activation to deliver a fully integrated campaign that included;

Promotional spinnaker sail shoot used as main creative for Old Pulteney advertising, including Tesco Monthly magazine.

Tasting/Sampling tents at international ports where thousands of drams were served to visitors.

European on-pack competition on 50,000 bottles to win a place on board Old Pulteney for the homecoming leg of the race.

Development of a social and digital message board for friends, family and fans to send messages of support to the boat.

Sailing experiences for international distributors, customers and media to reinforce global brand relationships.

US on-pack competition to win an all-expenses paid trip to San Francisco to sail on board Old Pulteney, meet the skipper and crew and attend an exclusive Old Pulteney tasting masterclass.

Nationwide advertising campaign on billboards, A3 back-lit boards, and shelf talkers using promotional visual from race photo-shoot in Cape Town.

A ground breaking bespoke pop-up shop in Schiphol International and Edinburgh Airports was created to mirror the shape of the Old Pulteney yacht. With a real size helm surrounded by video walls showing footage from the race, customers were bought closer to the feeling of being on board.

Bottles of Old Pulteney used by the Clipper Race for gifts to international dignitaries and for promotional giveaways to race supporters.

Sponsorship of key receptions such as the GREAT Britain networking events enabling a business market to be targeted.

In-shop point of sail material and window displays across nationwide Odd Bins retailers.

Exclusive naming rights for Race 7: The Old Pulteney Navigator Cup. The race ran from Brisbane to Singapore and included daily race report and social media references for over three weeks.

Port sponsorship of the Singapore stopover, including extensive branding of The Old Pulteney Navigator Cup prize giving, at which various InterBev brands were promoted and sampled.

Whisky master classes for media and key distributors in key global markets, including Europe, Australia, Asia and the USA.

Creation of a limited edition, commemorative Clipper Race bottle of Old Pulteney.

60 true brand ambassadors from the Clipper Race crew.

It has been thrilling to be involved with the race but crucially, the scope that the sponsorship has given us from a marketing perspective has been incredible and we have been as creative and proactive as possible with our activation.

We've delivered a fully integrated campaign across outdoor, digital and PR, as well as taking the Clipper Race message on-pack with a global competition to win a place with our crew on the last leg of the race.

There have been some really special initiatives too, such as the release of Old Pulteney Navigator to kick off the campaign and our stunning Old Pulteney Clipper Race commemorative bottle which is on shelf to celebrate the end of the race.

The Clipper Race Old Pulteney sampling bar we created at Amsterdam Schiphol Airport was ground-breaking for both the brand and the airport, and the message board our digital team created to allow friends and family to send messages of support to every crew in the race was a real hit online.

Sampling is one of the best ways to introduce whisky to new drinkers, so we have again made the most of every Clipper Race stopover across the globe, and our pop-up marquee and brand team have served up thousands of drams of Old Pulteney 12 year old and Navigator throughout the race. The feedback has been wonderful and has undoubtedly done a great job in raising our profile and recruiting new Old Pulteney fans all over the world.

Margaret-Mary Clarke, Senior Brand Manager, Old Pulteney
Outcome

Old Pulteney’s participation in the Clipper Race has raised its international profile and recruited new fans in the form of journalists, distributors, customers and race crew from all over the world, resulting in a unique team of ambassadors and a powerful legacy for the brand in the future.

133m GLOBAL AUDIENCE

Early media reports indicate the brand has reached an audience of over 133 million globally, and has featured in the Telegraph, in international trade press and several live broadcasts including Australia’s Channel 7 News.