More plans: WGS is looking to work with various partners both in the performance arts scene and in the local film industry to further proliferate the arts scene here, says its regional marketing manager Marcus Low (above)
WILLIAM Grant & Sons (WGS) is a first time winner of at this year's Patron of the Arts Awards. The Singapore arm of the world's third largest producer of Scotch whisky received the Friend of the Arts award for its donations to the performing arts centre The Espalanade. WGS regional marketing manager Marcus Low talks to us about why whisky and the arts make for a good cocktail.
- Why did you decide to get involved in the arts?
The arts have always been an innate brand proposition through most of our brands albeit through different forms of arts, whether it's performance arts or contemporary visual arts. Hence, given the current level of exposure of the arts in Singapore, we feel it would be a good collaboration opportunity in order to provide a more holistic brand proposition.
- Why did you choose to donate to the Esplanade?
The festivals that The Esplanade has pioneered across the past decade has been nothing short of brilliant and executed exceptionally well. Hence, WGS has always wanted to be part of the exciting festival propositions that The Esplanade has organised, including the Mosaic Music Festival and d:ans Festival.
- How has this support helped your business?
This support has helped our business on two fronts. The first front would be on the consumer end where The Esplanade gathers a captive audience of like-minded consumers to each festival which allows us to build awareness of the respective brands with the right target consumer segment. On the trade front, The Esplanade has given us opportunities - through the festivals - to engage with like-minded bars within the tenant mix in The Esplanade mall as well.
No comments:
Post a Comment