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Claret jug tour

The Open with Loch Lomond

Golf Channel

OBJECTIVE

To support The Open airing on Golf Channel and NBC in July every year, Golf Channel and Loch Lomond took the Claret Jug on the road visiting key locations around the country to promote tune-in and reach potential fans of the sport. Visitors to the experience had the opportunity to view and get their photo taken with the iconic trophy while enjoying Scottish Whisky samples and cocktails from Loch Lomond.

SOLUTIONS

The tour revolved around a custom-built, Open-branded, authentic English-style pop-up pub. Traveling in a branded sprinter van, the pub was displayed to thousands of consumers at festivals,  Topgolf locations, golf courses, and partner offices. In addition to having photos taken, of-age consumers had the choice between three beverage options at the pop-up pub, including Loch Lomond Original Single Malt Scotch Whisky, Loch Lomond 12 Year and 18 Year Old  Single Malt Scotch Whisky, and Sweet Victory, a Loch Lomond mixed lemon, honey and ginger whisky cocktail.

Results

After three years of nationwide tours, the Golf Channel Claret Jug Tour has reached over 50,000 people at over 80 events. Education surrounding the oldest trophy in golf and the very first of all four majors has been one highlight of the reach the tour has been able to garner.

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