Chivas Regal is launching a marketing campaign in the run up to Christmas to reinforce the brand platform - ‘Live with Chivalry’.

The ‘Live with Chivalry’ campaign includes an on-pack promotion and an extensive above-the-line campaign.

The Chivas 12 year-old bottle will feature an on-pack promotion to win a ‘money can’t buy experience’. One winner, plus three friends, will win a training session with ex-England rugby star, Mike Catt.

They will also be taken on a behind-the-scenes guided tour of Twickenham, enjoy a luxury post-training meal and the opportunity to try the most revered Chivas whiskies.

There are also 50 limited-edition signed rugby shirts to be won. Consumers can also enter via Facebook - www.facebook.com/ChivasRegalUK.

The out-of-home advertising campaign sees the brand focussing on high-footfall London sites, such as Canary Wharf and The City, to reach the brand’s target audience of 25-34 year old males. The advertising campaign is being supported by digital activation and a print partnership.

In addition, Chivas Regal has created a bespoke creative for Bank Underground station to target city workers and communicate chivalry through business and finance.

Vicky Wood, marketing controller for Pernod Ricard UK, says: “We want to talk directly to our key consumers ahead of Christmas, and we believe our targeted advertising supported by this exclusive promotion, is an exciting proposition for our target audience.”