Chivas Regal Scotch Whisky is back, once again searching for editors to span the world and document unique experiences that will be compiled into a branded guide book and promoted through p.r.
The adventurers are given $50,000 each to cover travel expenses and to create and publicize The Chivas Life Guide.
“The main goal of the program is not so much to increase volume, but to try to create awareness of The Chivas Life, our new ad campaign, which has been running for a year and a half,” said Saul Sola, brand manager for Chivas.
This year’s program has expanded to search for two editors who will travel together across the globe. Last year’s inaugural editor, David Lyman, a reporter and critic for the Detroit Free Press, traveled more than 71,000 miles to such places as the Southwest coast of Wales, Kyoto, Oslo, New Mexico and Mali in his search for the extraordinary. His experiences as the Chivas Life Editor are being released online at Thisisthelife.com throughout the year.
As entries and tips are compiled by editors the guide may be printed and used as handouts at events and other promotional activities, Sola said.
In one entry for the Laser Hotel in Leah, India, he wrote: “There’s no running water in the winter at this hotel 11,500 feet up in the Himalayas. But every morning, I was brought a bucket of hot water, a treasure in a room that topped out at 57 degrees Fahrenheit.”
The editors act as brand ambassadors while finding media opportunities to talk about their travels.
A panel of travel experts will be judging applications for the two positions, being accepted through Oct. 10 at Chivascircle.com or via mail.
Network
