The following is an interview with Peter Moore, the Global Brand Director for Ballantine’s, ahead of the second Ballantine’s Championship, which will be staged at Pinx Golf Club, Jeju Island, Korea, from April 23-26, 2009.
What was the thinking behind the decision to launch the Ballantine’s Championship?
As one of Pernod Ricard’s 15 strategic brands and the world’s No.2 Scotch whisky, we were looking for a sponsorship opportunity that matched the growing global stature of Ballantine’s. It is the biggest sponsorship investment the Group has ever made.
We had already witnessed the success of the synergy between Ballantine’s and golf at the Scottish Open, of which we are also a sponsor, and felt after significant research that a long-term title sponsorship would prove to be a winning combination.
The location of the Championship gave us the perfect opportunity to consolidate Ballantine’s leading position in Asia and really bring the brand’s values that resonate so well there to life. A favourite prestige brand in Korea, Ballantine’s is the No.1 brand in the Asia Pacific region [17 years old and above].
Lastly, the Ballantine’s Championship offers a perfect way to communicate the brand’s global advertising campaign ‘Leave an Impression’. In 2008, it became quite clear how the star players from the international golf scene leave a lasting impression on all those who watch them.
Why did you choose golf?
Golf is the perfect platform for Ballantine’s, especially in Asia. Ballantine’s customers love golf – premium whisky drinking men in Asia recently named golf as a top five sport and say they regularly watch tournaments.*
[*2008 TNS survey – 1,000 males with top 25% income]
In addition, Korea is a key market for Ballantine’s whiskies aged 17 years and over and there are approximately five million golfers in Korea alone.
Both Ballantine’s and golf come from Scotland and share a long history. Ballantine’s association with golf can actually be traced back to at least 1960, when the Ballantine’s Tournament took place at England’s prestigious Wentworth golf course.
The shared values of Ballantine’s and golf are also important to us and central to the reason why this sponsorship works so well. We see golf as a traditional, passionate, professional sport full of individuals that have a great deal of style and flair. Our customers have told us that these qualities are what sets Ballantine’s apart for them.
How does the Ballantine’s Championship benefit the Ballantine’s brand and, in turn, Pernod-Ricard?
The Ballantine’s Championship is an exclusive way to reinforce the prestigious image of the brand and also some of the key shared values referenced above. The tournament is a refreshing way to bring the brand to life and to be associated with a sport at the highest level on the global stage.
We are also investing in golf in the long-term with initiatives such as the Golf Fund in China supported by the star local player Liang Wenchong. Projects like this will help us become naturally associated with the sport.
As mentioned, for Pernod Ricard it is the biggest sponsorship ever for the Group. It is a pioneering marketing initiative for us and shows that we want to get closer to our consumers in increasingly diverse ways.
Pernod Ricard is the co-leader in wines and spirits globally and this type of sponsorship fits with our international position.
What activities does Pernod-Ricard undertake to activate its title sponsorship?
Activities on the ground in key markets such as golf simulators in airports and competitions at driving ranges really help to bring the Championship to life in regional markets long before the golf action starts.
We have developed long-term relationships with prestigious players and work closely with them to emphasise the world-class field we have in Korea and to add to the golf experience through exclusive clinics at the event.
A print media platform, official website and television commercial in China all feature the star players. The consistent message throughout our above the line activity poses the question ‘Who Will Leave an Impression?’ We have found this very effective in building up the excitement in the lead up to the Championship.
A ‘Meet the Mentors’ competition offers consumers in Asia the chance to win an exclusive trip to the Scottish Open with a unique opportunity to experience the work of the Ballantine’s Master Blender.
Bearing in mind the current world recession, can you underline Pernod-Ricard’s commitment to the tournament?
Pernod Ricard is committed to the three year agreement signed in 2007. The Championship was a great success in 2008 and we are looking forward to building on this in April.
What was your view on the inaugural tournament, both as a sports event and from a title sponsor’s perspective?
In 2008 more than 15,000 spectators and over 1,500 trade customers and VIPs attended the event. It was extremely successful for an inaugural event.
The 2008 tournament increased awareness of and preference for Ballantine’s significantly and globally there were 540 hours of coverage on 40 broadcasters reaching 300 million homes.
It was in our opinion a stunning golf event on all levels – the players’ performances, the guests’ experience, the reception to the tournament hospitality and the pleasant weather conditions. We are certainly very happy and committed to building on the first year’s success.
What are your hopes for the 2009 event?
To bring even more dramatic and spectacular golf moments to the spectators around the world and to make the event more memorable for everyone involved. Perhaps we will get even more of our customers hooked on golf!
We want to show how Ballantine’s is serious about golf and we want to ‘leave an impression’ on players, guests and the game itself.
Last year you had a 40 Year Old made for the winner, do you have anything special planned for this year?
Yes. We are always looking to come up with new, exciting and very prestigious ideas for Ballantine’s and therefore we have created the 2009 Championship Blend.
Following the success of the 40YO blend in 2008 – one bottle was auctioned for a winning bid of U$12,888 – the 2009 Championship Blend had to offer something even more special.
The new blend has been created by master blender Sandy Hyslop and the 2008 Ballantine’s Championship winner and whisky lover, Graeme McDowell. It is the brand’s first ever 35 Year Old Scotch and represents the first time in history that anyone outside the expert team has collaborated with a Master Blender.
While Sandy drew on his expertise and cherished stocks to select the finest and rarest whiskies for Graeme to sample, Graeme created a blend under Sandy’s guidance that reflected his individual preferences for sweeter, lighter flavours.
Only 15 limited-edition bottles will be made available with one presented to the winner of the 2009 tournament.
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Released on behalf of the Ballantine’s Championship by Two Up Front - Asia’s sports PR specialists.
