Tullamore D.E.W. Irish Whisky announced its plans to engage Rugby fans nationwide with an integrated communications and events campaign to run during Rugby World Cup 2015. The U.S. activations mark the first time that Tullamore D.E.W. has been part of an internationally televised sporting event and are connected to a larger global undertaking by William Grant & Sons as the Official Spirits & Champagne Tournament Provider of Rugby World Cup 2015.
As part of the U.S. campaign, fans over 21 can participate in The Tullamore D.E.W. Game Face Yourself Sweepstakes through a custom face paint website, where fans can customize a photo of themselves to display team pride and enter for the chance to win a once in a lifetime opportunity to attend Rugby World Cup 2015 Final.
Tullamore D.E.W. will also help fans root for their team of choice through several events in true Irish spirit: among friends, sharing a drink. Overall, the partnership with Rugby World Cup 2015 will explore the strong camaraderie and social traditions at the heart of the sport, which offer a natural moment to enjoy the triple blend, triple-distilled smooth character of Tullamore D.E.W.
On key Tournament match days, Tullamore D.E.W. will host large-scale pop-up fan zones in Denver (Sept. 27th) and New York (Oct. 7th). Hundreds of rugby fans will have the opportunity to watch the matches and sample whisky in Tullamore D.E.W.’s custom Daniel E. Williams Snug, an immersive brand experience that mimics the classic cozy Irish snug commonly found in pubs, where loyal patrons enjoy their whisky in semi-privacy. Through these fan zones and several watch parties at bars across the nation, Tullamore D.E.W. has selected the Challenged Athletes Foundation (CAF) as their beneficiary to raise money in support of their grant program, which assists athletes with physical challenges by providing adaptive sports equipment that gives them the same freedom to enjoy sports as everyone else.
Cindy Wang, Senior Brand Manager, Tullamore D.E.W., comments: “Tullamore D.E.W. is excited to align with Rugby World Cup 2015 to celebrate a highly social sport that strengthens bonds and draws people in – values that are at the heart of our brand. We’re looking forward to engaging thousands of rugby fans with Tullamore D.E.W. through one of the world’s greatest sporting events.”
On target to be the biggest and most viewed Rugby World Cup to date, engaging new and existing audiences, this showcase event is set to deliver an unparalleled platform to project the sport and its unifying values – integrity, solidarity, and passion – which are a perfect complement to Tullamore D.E.W.’s dedication to the celebration of true character.
World Rugby Chief Executive Brett Gosper said: “We are delighted that Tullamore D.E.W. will represent Rugby World Cup 2015 on behalf of William Grant & Sons in the U.S., a country that has seen rapid growth in the popularity of rugby. We are pleased to partner with a brand with like-minded values and dedication to showcasing the spirit of the sport during its most important competition.”