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."