• by Karl Greenberg , October 21, 2010

Single-malt Scotch brand Glenfiddich is launching a multi-million dollar advertising and marketing campaign. The campaign, focused around a visual creative and the tag “One Day You Will” combines out of home, print and targeted online media buys with a series of events in key U.S. markets.

The creative, via London-based Leagas Delaney centers on photography of scenarios meant to inspire awe around themes of exploration and achievement.

The new positioning will include a series of out of home billboards in New York’s Times Square, as well as in central locations in Dallas, Los Angeles and Chicago.  Print ads will appear in national and regional print advertising including major lifestyle titles, as well as non-traditional outlets whose editorial themes are around exploration and adventure.

Glenfiddich is also launching a dedicated online presence and a digital micro-targeting campaign driving traffic to the new site, www.glenfiddich.com/explorers.

Accompanying the ad effort will be high-end experiential programs in New York, California and Dallas hosted by Glenfiddich Master Distiller Brian Kinsman and brand ambassadors.

The October launch will be rolled out nationwide throughout the remainder of 2010 and, over the course of 2011, will continued to be supported by a events, brand partnerships and additional marketing activities, per the company.