• by Karlene Lukovitz  @KLmarketdaily, July 27, 2014

The contest and other new elements follow Tullamore's launch late last year of an award-winning short film, “A Parting Glass,” which follows four young friends saying a "goodbye" to one of the group through the tradition of raising a "parting glass" and offering a toast. That film was created by New York agency Opperman Weiss and directed by Laurence Dunmore of Ridley Scott’s RSA Films.

Working with global social media agency We Are Social, Tullamore is now inviting consumers to share their own parting glass images or videos via the brand's Facebook page, or on Twitter or Instagram, using the hashtag #PartingGlassUS with their entries (entry period ends August 6).

The grand prize winner, as chosen by a panel of judges, will receive a trip for two to Ireland to attend the opening celebrations for Tullamore's new distillery. A hundred honorable mention entries will win a "flask book."

Tullamore is promoting the contest on its social media, including Facebook and Twitter.

Tullamore fans are also being encouraged to share short "parting glass" videos featuring the same characters as in the original video, now hosted on its Web site.

Each of the videos is designed for an event or occasion like a new job, new home or birthday, and each can be personalized by the sender.