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CUTTY SARK GOES BACK ON AIRWAVES: HIRAM WALKER'S SCOTCH BRAND TO PROMOTE YACHT RACE SPONSORSHIP

By Published on .

Hiram Walker Inc. is returning to the broadcast media with a Cutty Sark radio campaign to promote a brand-sponsored yacht race.

Walker, which started supporting its blended scotch brand with radio ads in the first quarter (AA, July 21), plans to start running its new flight from November to December in core markets.

The radio spots will promote Cutty Sark Race Week, to be held next year from Feb. 25 through March 1 in Miami. The brand is sponsoring the race, formerly the Southern Ocean Racing Conference, for the first time.

"You can't go to the airwaves with a traditional product sell," said Charles Metzger, group director of Hiram Walker, a unit of Allied-Domecq: "You need some kind of sponsorship."

The commercials are being handled by Scaros & Casselman, Stamford, Conn.

5 WILL WIN TRIPS TO RACE

Cutty Sark is holding a sweepstakes in which five winners will win a trip to the race. In addition to radio spots, the event will be supported by point-of-purchase materials.

During the first quarter, Hiram Walker spent $161,000 on a Cutty Sark radio campaign to support another sailing promotion.

Besides promoting Cutty Sark on electronic media, Hiram Walker has supported

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