Pernod Ricard has identified Ghana as a key growth market for its Chivas Regal brand and has partnered with Global Out of Home Media to roll-out a campaign in capital city Accra that mirrors the leadership of the famous whisky brand.<\/p>\n
This has taken the form of a large format building wrap situated on Accra\u2019s Ring Road Central, which runs through the city and exposes the Chivas Regal brand to high traffic volumes, thanks to its central location between the central business district and the growing Airport City area, home to Kotoka International Airport.<\/p>\n
The central location of the building wrap ensures that whatever direction residents are headed in around the \u2013 residential neighbourhoods, Tema Port and the beach, the vibrant city centre with its 5 Star Hotels and National Theatre or the Kaneshie Market and Korle Bu district, home to the biggest hospital in Ghana \u2013 their route is bound to expose them to the strategically located Chivas campaign.<\/p>\n
The size and scale of the four-sided building wrap is impressive and designed to draw the attention of the Accra consumer, with the largest of the four canvasses measuring 15.2m x 33.8m and the smallest 8.5m x 15.1m.<\/p>\n
\u201cIf you\u2019re a regular Accra commuter, it\u2019s physically impossible to miss this building wrap and the eye-catching Chivas Regal brand with its strong brand message\u201d says Marcell Entr\u00e9s, Global Out of Home Media\u2019s General Manager. \u201cIt\u2019s a fantastic example of how a well-thought out creative, together with execution size and scale can play an effective role as a brand amplifier.\u201d<\/p>\n
This campaign was specifically created for Ghana with a locally relevant copy expressing the Blend that contribute to making Ghana such a great country. This, in addition to an image of one of the most symbolic places in Accra are enabling the brand to truly stand out and resonate impactfully with local consumers.<\/p>\n
Its massive, its bold, its disruptive and unapologetically Chivas.<\/p>\n