Wild Turkey Longbranch Launch: Event Management & Marketing Plan

This document outlines the event management plan for the launch of Wild Turkey's Longbranch bourbon in Australia, a collaboration between Matthew McConaughey and Master Distiller Eddie Russell. The event, a promotional launch at Docklands Studios in Victoria, aims to raise awareness of the new product. The plan includes a marketing analysis detailing the company's strengths (market leadership, top brands, investment in advertising), weaknesses (poor bourbon presence, lower penetration), opportunities (increasing awareness, retail consumption), and threats (regulatory framework, health concerns, competition). Sponsorship strategies focus on cinema advertising due to bourbon ad bans on television, and associating the brand with luxury items. The pricing plan emphasizes creating a fear of missing out, utilizing VIP pricing, and employing time-restricted flash sales to drive ticket purchases. The report concludes with references to relevant sources.

EVENT
MANAGEMENT
PLAN

INTRODUCTION
■ 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.”
■ Type: The selected event for is a promotional event of the release of
Longbranch.
■ Location: Docklands Studios, 476 Docklands Drive, Docklands,
Victoria 3008
■ Date: Friday, 7th 2019
■ Overview: 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.

MARKETING (Contd….)
■ Strengths: The major strength of the
company are:
 Market leadership (Long, 2016)
 Top brands
 Huge investment in the advertisements
 Long term perspective
 Geographical reach
 Presence across the price points
■ Threats of the organisation
 Regulatory framework
 Health concerns
 Competition

MARKETING (Contd….)
■ Weaknesses
 Poor presence in the
bourbon
 Lower penetration
 Huge costs (Merriman,
2018)
■ Opportunities
 Increasing awareness
 Retail consumption

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
■ 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 (Matthews, 2016).
■ Within the past few years, Wild turkey released the two untraditional
new products
■ 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 (Bowman et al.,
2015

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.

PRICING PLAN
■ 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

REFERENCES
■ 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.
■ Bowman, J., McLaughlin, J., Sakaue, L., & Sommerfeld, C. (2015).
Kentucky Bourbon Cluster: Cluster Competitiveness Project.
■ Merriman, P. S. (2018). Brand & Celebrity Associations: An
Investigation into Brand & Celebrity Trait Congruence and the
Potential for Trait Transference.