Grant’s Whisky Appoints GyroHSR for Digital Strategy
LONDON – (November 30, 2009) – William Grant & Sons, the award-winning family-owned distiller, has appointed GyroHSR after a three-way competitive pitch to handle a global digital strategy for Grant’s, the world’s oldest and most popular family-owned blended Scotch, with a mandate to build a direct relationship with the whisky’s diverse and growing number of drinkers around the world.
GyroHSR has been tasked with planning and implementing a three-phase global digital relationship management strategy kicked off by the launch of a refreshed brand Web site and wider online engagement driven by social media.
The new digital campaign, launched a hundred years after family member Charles Gordon first took the now iconic Scotch whisky to the world in a year-long journey, plans to include dynamic creative content personalised to fans as well as new drinkers of Grant’s. For the first time, Grant’s will also use social media channels to ignite consumer conversation around the Grant’s Whisky brand and capitalise on the medium to build relationships with its thousands of drinkers around the world.
Says Julie Bettiol, Grant’s brand manager, “The whisky-drinking map looks very different today from when Charles set out to convince the world to drink Scotch a hundred years ago. Thanks to him, there’s a whole world of drinkers enjoying Grant’s today—from Latin America to Russia to New Zealand—so our new digital strategy can help us keep in touch with this emerging community in a way that simply wasn’t possible in the past.”
Contact:
Patrick Danaher
GyroHSR
patrick.danaher@gyrohsr.com
+44 (0)20 7349 3456
