As part of becoming an official partner of the Festival de Cannes 2009, Chivas Regal is running 'a once in a lifetime' travel retail competition across the globe offering the winner a luxurious VIP trip

to the star-studded film festival in May 2010. The follows the success of the promotion in The Netherlands, Korea, Asia, Frankfurt and Gulf Duty Free at the end of 2009.

Pernod Ricard Travel Retail says that the promotion made its debut in the Americas and London Heathrow on February 1, 2010 and is due to be rolled out in Paris and Milan this spring.

Pernod Ricard Travel Retail says it intends to inject further glamour and prestige into Chivas Regal 25 Year Old and communicate a strong brand message of exuberant luxury through its association with the Cannes Film Festival. The promotion also aims to reinforce Chivas Regal's current positioning in the super-premium category and raise the brand's visibility, whilst encouraging trade-up and augmented sales for Chivas Regal 12, 18 and 25 Year Old references.

The lucky winner of the competition will receive one night's accommodation at the Hotel Martinez on the Cannes Croisette, a VIP dinner and lunch, and the authentic 'red carpet' experience, including the chance to attend a film premi?re and after-party.

The company says that to date, the mechanics of the promotion have varied across the participating countries and included, gifts-with-purchase of branded toiletry and travel bags for customers buying a bottle of Chivas Regal (in Europe, Gulf and Asia); bespoke furniture and branded POS material for high visibility in-store to recreate the glamour of the Cannes Film Festival (in Europe, America and Nordic regions); and tastings of the full Chivas Regal range (in Europe).

Robin Johnston, Regional Director, Global Travel Retail, Chivas Brothers said: ‘The Cannes Film Festival is a strong partnership for Chivas Regal and travel retail is the perfect platform to showcase this association. This promotion is a substantial investment for us in travel retail and will play a key role in leveraging the message of the Live with Chivalry platform globally.’