The Explorers RM programme is attempting to cultivate direct relationships with whisky consumers globally using email, SMS, and direct mail. Consumers will be invited to register on the Explorers section of the Glenfiddich website at www.glenfiddich.com via an email marketing programme and an online banner campaign.
The Glenfiddich Explorers microsite, www.glenfiddich.co.uk/explorers/, features a blog and four sections which demonstrate the range of Glenfiddich Single Malt Scotch whiskies.
The programme emphasises Glenfiddich's brand message of ‘Every Year Counts' and targets the ‘smart, modern and experienced' man aged 35 years and over.
The RM activity will roll out across Glenfiddich's core markets worldwide, including the UK, from this month, followed by selected markets later this year.
Film director Babak from RSA UK directed the films included on the Explorers site. Digital agency Altogether Digital built the back end of the website and integrated all of the web elements created by Kitcatt Nohr.
Glenfiddich is owned by independent distiller William Grant & Sons.
"Relationship marketing is a key growth driver for our core brands," said Utadi Murphy, William Grant & Sons' global relationship marketing manager.
"Our online Explorers community will provide visitors with stimulating insights into the pleasures of whisky drinking and the distinctive taste of Glenfiddich. It will help us develop loyalty to the brand, increase frequency and relevance of contact and effectively measure increases in consumption and commitment."
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