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Published on .

Learning to sail isn't easy. Especially when it's virtual reality.

Hiram Walker & Sons' Cutty Sark scotch last May embarked on the Virtual Voyage, touted as the biggest ever virtual reality promotional tour.

It was a bold effort to revive a lagging brand in a stagnant market.

But as the 18-month tour approaches the halfway point, it's become apparent to Cutty Sark and its agency, Scaros & Casselman, Stamford, Conn., that virtual reality is much more complex than anyone had imagined. Booking tour stops, promoting the tour, setting up the equipment, and getting retailers and distributors to develop co-promotions have been major challenges.

In the words of Hiram Walker's Andy Nagelbach: "It's been fun, it's been interesting and it's been exciting, but it hasn't always been easy."

Interactive Media & Marketing profiles the Cutty Sark tour and the pitfalls of going "virtual."

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