The Chivas Studio campaign was developed with the aim of rejuvenating its image, encourage consumer use and achieve broader presence in the media.

As a consequence of this, Chivas Studio was born, an innovative concept that gave the consumer the chance to experience the brand, and in this way reflect on the Chivas Regal world.

To recoup investment costs, we wanted to get Chivas Regal reflected in Argentinean media. By developing a new strategy called “Chivas Studio Case”, we managed to focus on communicating the campaign as a marketing management success, under the tag line ‘Campaigns beyond borders’, about how to achieve efficiency with a global marketing campaign encompassing different cities in the world with their own distinct customs and habits. Given these challenges, the Chivas Regal Argentina Marketing team was responsible for adapting the strategy locally to achieve the campaign goals.A quick and aggressive PR strategy was devised and deployed among the most relevant media in Buenos Aires to remain on target with the global campaign.

We began with preliminary research: • Surveys with Argentine journalists and the media• Which celebrities’ would be well linked with the brand press?

• Which advertising providers we could negotiate with for lowest cost coverage • Extensive research of the spontaneous media coverage of Chivas Studio carried out in other countries.One month and a half prior to event:• PR delivery to the media for the Chivas Studio “Summer Season Event”• Exclusive membership given to journalists based on day-to-day segmentation (gastronomic press received memberships to the Gourmet Experience).

One month prior to event: • Comprehensive management with Brando Magazine to coordinate a trip to Punta del Este. Duration: one week.• Regional PR agency coordination tasks (Brazil, Uruguay and Argentina) to finalize details. Duration: One month.During Chivas Studio event:• Media calling. Lunch for journalists at Chivas Studio Home PDE.

• Press coordination at events. On-site interviews and social press.

• Data delivery according to media segmentation.

• Publications follow-up.

Two weeks post event:• Generation of a new communication focus: “The Chivas Studio case”• Schedule and manage interviews on this theme (Pernod Ricard Argentina Marketing Director interview).

• Media coverage target US$250K- Target achieved regionally: US$470K • Media coverage achieved in specialized media.

• Overall media coverage in Argentina: US$317,668K • Media impacts in Argentina: 98• TV media coverage achieved: Naitá, channel 13 (lifestyle program, broadcast on open TV, its presenter is a renowned celebrity in Argentina); C5N (news channel, 3 live broadcasts); and 2 cable TV programs. We sent these Interviews to the Chivas Regal Argentina & Uruguay Marketing teams to position the action success. (Note that TV coverage in Argentina is paid, and the ones mentioned here were achieved without business agreements).Media Mapping:Based on the overall media in Buenos Aires, an analytical study was conducted to show the percentage of the coverage achieved: • Social & Lifestyle magazines: 100%• Gourmet Magazines: 80%• Business magazines: 40%• Newspapers: 70%• Internet: 50%• TV: 30%