BOB launches new Glenmorangie promo
BOB Marketing Solutions has launched a new integrated CRM campaign, named “Kindred Spirits”, for Glenmorangie.
The campaign, which is the first to be created for Glenmorangie since BOB was appointed to the global below-the-line account in August, consists of a mixture of direct mail (including a specially designed broadsheet-style paper, named the Tain Times, for Glenmorangie customers), banner advertising and a new website, which includes exclusive content for Kindred Spirit members.
“It has been an exciting few months, launching this groundbreaking CRM programme,” said Iain Baxter, international brand manager at Glenmorangie. “We have been working closely with BOB and are delighted with what we achieved together, particularly as initial consumer reaction has been exceptionally positive. We believe we’ve raised the bar for one-to-one marketing in the whisky sector.”
Ward Mulvey, managing director of BOB, commented: “We’ve been working exceptionally hard with the Glenmorangie team to create something that breaks new ground. If you can’t visit the distillery up in Tain, then you definitely get a strong sense of the place from the Kindred Spirits programme. All the early signs are that the programme is beginning to deliver significant returns for Glenmorangie.”