THE BRIEF
Diageo Asia Pacific wanted the Johnnie Walker Classic 2007 to be more than just a golf event, they wanted it to be a platform to promote the philosophy that lies at the heart of the Johnnie Walker brand – ‘Keep Walking’. This philosophy is about inspiring personal progress and encouraging people to take the next step in the journey towards their goals.
CHALLENGES
As organisers of the event, the Sheraton Grande Laguna Phuket had to collate and
coordinate information from different parties for all aspects from accommodation to the
F&B set-up. They also had to ensure that the production schedule was effective and
well executed.
“We had a working committee in place dedicated to different work areas and scheduled a weekly meeting to discuss workin-progress,” says Lillian Tan, director of events at the Sheraton Grande Laguna Phuket.
EXECUTION
The theme for the welcome dinner was ‘Welcome Back to Asia’, which featured a customised dance.
The highlight of the event was interviews with the golf stars who included Ernie Els, Adam Scott, Retief Goosen, Mike Weir, Paul Casey and Colin Montgomerie.
The Sheraton Grande Laguna Phuket’s Gekko restaurant was used for the Johnnie Walker Lounge venue where Johnnie Walker Black Label, spirits and soft drinks were served. It was a venue for sponsors, guests and golfers to socialise.
The golfing stars invited VIP guests to join them at the ‘Golfer Behind the Bar’ fundraiser. This was an opportunity to meet the golfers and to serve guests Johnnie Walker Black Label or soft drinks. Drinks vouchers were purchased and all proceeds were donated to an official charity.
At the gala dinner a Western menu was served and the Johnnie Walker Blue Label was launched. There was also entertainment from Funky Divas from the UK and Exotic Percussion from Bangkok, which was then followed by fireworks.
The farewell event was held on the beach for 250 people. A buffet barbecue was served and the hotel’s resident band entertained the group.
VERDICT
Steve Foxcroft at Diageo Asia Pacific and the entire working committee said the event was
a resounding success.
Johnnie Walker Classic in Phuket
Diageo Asia Pacific organised a glamourous week-long golfing event in Phuket for VIP guests and golfing stars in order to promote its premium alcohol brand.
