Page 78 - Drambuie case study

IMPLEMENTATION

With the bones of his strategy in place Parnell began

fleshing it out for implementation. It was not a process that

would be achieved overnight. Parnell in fact would adapt it

repeatedly to accommodate the changing nature of his

environment.

Innovative sponsorship partnerships were not new to

Drambuie. Under the MacKinnon family these activities were

actively pursued to enhance the glamorous, jet setting

lifestyle with which the Drambuie name was associated.

Under Malcolm and Duncan's influence the company

pursued key sporting events through which to develop

international recognition and television coverage. Norman

had been a keen motor-boat enthusiast and this passion

was passed on to his sons. There were three company

speed boats, Tantalus, Challenger and Drambuie-on-ice,

which set new world speed records at various US

championships in the Great Lakes and Florida. There was

also a Round Britain power boat race with the Norman

MacKinnon trophy awarded to the winner.

But one of the most innovative sponsorship deals was the

Drambuie World Ice Golf Championships in Greenland.