Johnnie Walker Show Car China

Johnnie Walker Show Car - China

GLM has managed Diageo China's (MHD) Show Car programme for the last 3 years. It involves taking a Mclaren Show Car to 7 different cities (Shanghai, Guangzhou, Beijing, Shenzhen, Ningbo, Suzhou and Chengdu) for a variety of events totalling 18 different installations in the 3 months prior to the Shanghai Grand Prix.

Johnnie Walker uses the association with F1 to engage Chinese customers with the JW brand and help publicise the re-launch of its blue and black label product.

The events themselves were a combination of nightclub displays, interactive road shows for consumer marketing and lavish style events in dramatic locations targeting VIPs and key MHD trade accounts. One of these involved installing the car on a 1/4 scale aircraft carrier on Shanghai's Huang Pu riverside.

GLM managed the entire logistics operation including freight forwarding, trucking and installation using dedicated technicians who interacted with MHD China's staff and creative/event agencies.

For the current 2008 campaign GLM with their partner forwarder in China are procuring extra permits, visas and licenses required due to the heightened regulations and security during the Olympics. In addition they have helped MHD and their agents to reduce initial budgeted costs of theprogramme by re-arranging the pre event calendar to allow for air freight a day earlier via a cheaper airline service.

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