The Glenlivet challenged broadcasters across the country to drop their pants—and don kilts in place—to raise funds for disaster relief. The program launched on Tartan Day, receiving visibility via print and television coverage in national and regional markets.

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Results

• The program resulted in 44 broadcast placements and returned for another four years.

• Garnered placements in all key markets and even far-flung markets including Hawaii and Alaska.

• Served as a market initiative for regional sales teams, which led to over 3,000 new accounts.