Diageo expands Evening with Johnnie Walker promotion
Toronto-based alcohol distribution company Diageo Canada has expanded its "An Evening with Johnnie Walker" promotional initiative into Edmonton. At the same time, it has increased the footprint of the program to cover the areas within 50 kilometres of Toronto, Montreal, Calgary and Vancouver. The program, introduced two years ago, consists of tasting events held in the homes of consumers for up to 15 attendees, lead by a representative for the brand. Consumers can book an event online at <http://www.johnniewalker.com>.
To promote the expanded initiative, the brand has debuted a new Canadian Instagram page and will conduct an online campaign through the fall consisting of 15-second pre-roll videos, social media promotion and print ads in Sharp and EnRoute magazines.
"We are pleased that so many Canadians are inviting Johnnie Walker into their home and enjoying the program," said Mark Phillips, brand manager of the scotch portfolio at Diageo Canada. "It's what we set out to do. As the response has been so tremendous, it was a natural next step to expand the program to even more fans of the brand."