DIAGEO HOLDS JOHNNIE WALKER CONTEST
By Adnews Staff
Diageo Canada has begun a contest called "Choose Your Journey" to promote its Johnnie Walker brand. Winners will be able to choose one of three weekend getaways. The online initiative is the first for the whisky in Canada. It was created by Brann Worldwide of Toronto to raise the profile of Scotch whisky in Canada and communicate the quality of Johnnie Walker Black Label. The contest will run until Oct. 30 at <http://www.johnniewalker.ca>. It is being supported with "Johnnie Walker ladies," who will seek to raise awareness and drive traffic to the site by handing out coasters at various Toronto locations this week. According to Amy Pirie, manager of Scotch for Diageo Canada, "the prizes were carefully selected to reflect the lifestyle activities of most Scotch drinkers and allow consumers to step right into a Johnnie Walker weekend of regal excitement and relaxation." The three getaways are a fishing weekend at Katchewanooka Lake, a golf weekend in Niagara Falls and a whitewater rafting trip down the Ottawa River.