To boost global awareness for liquor giant Diageo's Johnnie Walker Scotch whisky brand, the company has hired AKQA, London, to handle interactive advertising, emerging media services, mobile marketing and the design of www.johnniewalker.com, DM News writes (via MediaBuyerPlanner). AKQA plans to work with Diageo's offline agency, BBH, London.
The "Keep Walking" tagline will remain constant throughout the interactive marketing push. The internet matters to the target audience for Johnnie Walker, which includes men ages 25-34 who are web savvy.
Online marketing will be used in the promotion of sponsored events - including the Johnnie Walker Classic events, Johnnie Walker Championships and the sponsorship of the Team McLaren Mercedes Formula One racing team.
