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Chivas Regal, the Seagram-owned premium Scotch whisky brand, is to

celebrate its 200th anniversary year with a global online auction that

will raise money for more than 100 charities.

Touted as the world's biggest global online charity auction, 'Chivas

200' begins on September 6 and will be supported by a through-the-line

marketing campaign taking in at least 45 countries.

The auction, at www.chivas.com, will offer 200 lots, including adventure

holidays, memorabilia and the chance to meet celebrities. Experiences on

offer will include being a guest of Sir Bobby Charlton at a Manchester

United game, taking a balloon ride with Sir Richard Branson, meeting the

cast of Coronation Street and performing live with the Moscow State

Circus.

All funds raised will be passed on to charities including Oxfam, the

VSO, Help the Aged and the Variety Club International. Chivas Regal's

global marketing director, Toby Hartwell, said the brand would be

exposed to an "impressive global audience".

Chivas 200 will be hosted by eBay, the online trading community, managed

by Circle IMC and advertised online by Digitas Europe.

Communications activity, involving on-trade promotions and viral

marketing, will be handled by Haygarth PR. A global offline ad campaign,

thought to involve press and outdoor activity, will be carried out by

TBWA New York.

Prospective bidders can register their interest on the site now,

although bidding will not begin until September 6.

The auction will officially launch at Chivas Live, a celebrity-studded

event in London on September 13. Bidding will continue until the end of

October.