Event Promotional Plan for Wild Turkey Longbranch Bourbon Release

This project presents a comprehensive event promotional plan for the launch of Wild Turkey's Longbranch bourbon in Australia. It begins with the event concept, including the event name, type, location, date, and main purpose, which is to increase brand awareness through media engagement. The plan includes a detailed marketing section with a SWOT analysis, market analysis, and discussion of sponsorship opportunities. Financial management is addressed through financial procedures, income sources, a detailed budget, and pricing strategies. References and a detailed budget are also included to support the plan's effectiveness. The event targets media professionals to amplify the launch of the collaboration between Matthew McConaughey and Wild Turkey Master Distiller, Eddie Russell, aiming to create buzz and drive consumer interest in the new bourbon.

Running head: EVENT PROMOTIONAL PLAN
EVENT PROMOTIONAL PLAN
Name of student
Name of university
Author’s note:

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EVENT PROMOTIONAL PLAN
1. Event concept/theme
a) Event name
“Wild Turkey has unveiled its latest bourbon release in Australia, "Longbranch",
which is a collaboration between Matthew McConaughey and Wild Turkey Master Distiller,
Eddie Russell.”
b) Type
The selected event for is a promotional event of the release of Longbranch.
c) Location
Docklands Studios, 476 Docklands Drive, Docklands, Victoria 3008
d) Date
Friday, 7th 2019
e) Overview/main purpose
The main purpose of this event is the spread awareness among the common people
regarding the collaboration and the launch of new product for the common people. For
successfully executing this strategy, the event is specifically targeting majority of the media
industry who could help in transmitting the information to the common people.
f) Aims and Objectives
To create the plan for the event success and increase the brand awareness among the
common people.
2. Marketing
g) Competitive/SWOT analysis
Strengths: The major strength of the company are:

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EVENT PROMOTIONAL PLAN
 Market leadership
 To[ brands
 Huge investment in the advertisements
 Long term perspective (Padilla-Jacobo et al., 2018)
 Geographical reach
 Presence across the price points
Weaknesses
 Poor presence in the bourbon
 Lower penetration
 Huge costs (Lahne et al., 2019)
Opportunities
 Increasing awareness
 Retail consumption
Threats of the organisation
 Regulatory framework
 Health concerns
 Competition (Reigler, 2016)
h) Market analysis
The market of the company has increased significantly over the past few years as it
gained the development within all the sectors of the business (Perrine & Reigler, 2016). The
increase in the interest for bourbon has developed the market ripe for the experimentation.
The company merged the innovation with the tradition for creating the bourbons that would
drive the growth of the category to the new heights. (Long, 2016) Within the past few years,

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EVENT PROMOTIONAL PLAN
Wild turkey released the two untraditional new products (Matthews, 2016). The wild turkey
spiced, the bourbon with the spices commonly discovered in the island spirits is majorly
aimed at the introduction of the spiced rum drinkers into this particular category (McNay,
2016). The wild turkey Forgiven has been created by mistake after the crew of the distillery
accidentally made the mixture of the bourbon and the high proof rye whiskey (Merriman,
2018). The company also viewed the opportunity for introducing the brand squarely into
hearts and the minds of the millennial with the largest marketing investment till date and first
ever TV campaign that has been named as the #Nevertamed (Bowman et al., 2015).
3. Sponsorship, other income
i) Sponsorship
Due to the implicit ban of the bourbon ads on the television, the cinema is becoming
the major medium for providing the required awareness among the people and awareness
among the people is provided with the new products in the market. With the development of
the secondary relationship upon the sports, the bourbon companies creates the connection in
minds of consumer that the bourbon is significantly associated with sports channels. The
Longbranch could not be considered as the product, but instead the representative of the
luxury items that could be used for pulling the customers to this product. With the extensive
analysis of this collaboration, the bourbon company could attain the sponsorship from the
major sports accessories brands or the retailers in the country for creating the publicity for all
the sponsors at the significantly lower cost.
j) Grants
The company chose the Glen Grant for the first visit for the scotch whiskey distillery
and the in the present market of the whiskey, there are several things that unites the people
instead of dividing them.

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EVENT PROMOTIONAL PLAN
4. Financial management
k) financial procedures,
It is significant for any organisation to provide the detailed set of the financial
procedures. The financial procedures are the collection of the instructions that could be used
by any stakeholders that includes the new members of any committee or the staff for
discovering the appropriate task that to be executed for the event. The financial management
of the event could be described as:
The executive director has the management responsibility that includes the financial
management
The documentation of all the receipts would be attached to duplicate slip and then
ffiled chronologically.
Approved invoices of all the expenses of the event would be entered into accounting
system by the utilisation of the appropriate option on the screen.
All the checks that includes the payroll checks would be signed by Executive director
or the designated members of Board Directors.
l) Income sources
The income sources are the Sponsorship packages, the government grants, the
merchandising sales, and the participant fees. In spite of the prevalence of the event
sponsorship in the sport and the recreation of the marketplace is significantly increasing,
several organisations are presently facing the extensive difficulty in accomplishment of the
significant amount of the sponsorship. The competition among the sports and the recreation
organisations for the sponsorship is significantly intense. The terminology Merchandising is
applied to sale of the range of the products that might be significantly strong identified with

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EVENT PROMOTIONAL PLAN
event or organisation who are hosting this event. The charging fees for the participation in
this event is perhaps the major common type of the event revenue. The sponsorship along
with the government funding if it could be achieved permits the organisation of any event to
make the required developments beyond the conventional methods. The budget of the event
is required to be implemented for allowing the continuation of the event even though the
proper funding has not been gained.
m) Detailed budget
Hardware
$
7,800.00
Software
$
800.00
Development team salaries
$
6,000.00
Training
$
6,600.00
Total Development Cost
$
21,200.00
Hardware
$
5,000.00
Software
$
153.00
Operational Labor
$
5,000.00
Total Operational Cost
$
10,153.00
Approximate salary savings
$
10,00,000.00
Reduced operating cost
$
8,000.00
Total Benefit
$
10,08,000.00
Discount Rate Used 2.00%
TOTALS
$ 47,51,167.18
$ 69,055.75)

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EVENT PROMOTIONAL PLAN
n) Pricing plan
The major pricing plan that would be followed for the event are:
 Creation of the fear of missing out with the mixed messages
 Show the countdown for driving the ticket purchase
 Offer extensive bonuses and not the discounts
 Utilise the VIP pricing
 Drive the ticket purchases using the restricted time flash sales
 Base pricing on the seats for the increased revenue probabilities

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EVENT PROMOTIONAL PLAN
5. References
Bowman, J., McLaughlin, J., Sakaue, L., & Sommerfeld, C. (2015). Kentucky Bourbon
Cluster: Cluster Competitiveness Project.
Lahne, J., Abdi, H., Collins, T., & Heymann, H. (2019). Bourbon and Rye Whiskeys Are
Legally Distinct but Are Not Discriminated by Sensory Descriptive Analysis. Journal
of food science, 84(3), 629-639.
Long, M. E. (2016). Bourbon Hub: Industry Redefined(Doctoral dissertation, University of
Cincinnati).
Matthews, M. F. (2016). Kentucky Bourbon Country: The Essential Travel Guide. The
Southeastern Librarian, 64(3), 5.
McNay, J. (2016). Fire detection strategies based on hazard analysis in Scottish whisky
distilleries. Loss Prevention Bulletin, (249).
Merriman, P. S. (2018). Brand & Celebrity Associations: An Investigation into Brand &
Celebrity Trait Congruence and the Potential for Trait Transference.
Padilla-Jacobo, G., Cano-Camacho, H., López-Zavala, R., Cornejo-Pérez, M. E., & Zavala-
Páramo, M. G. (2018). Evolutionary history of Mexican domesticated and wild
Meleagris gallopavo. Genetics Selection Evolution, 50(1), 19.
Perrine, J., & Reigler, S. (2016). More Kentucky Bourbon Cocktails. University Press of
Kentucky.
Reigler, S. (2016). Kentucky Bourbon Country: The Essential Travel Guide. University Press
of Kentucky.
Ruffenach, L. (2018). How to be a Bourbon Badass. Indiana University Press.