To raise awareness of the Nicholson’s Whisky Showcase using traditional print media and influencer engagement.
Now an annual event, we helped to raise awareness of Nicholson’s Pubs’ Whisky Showcase by developing a multi-faceted campaign based on an influencer event in London and media outreach to titles in Scotland.
The event saw some of the UK’s leading whisky bloggers descend on the Coal Hole on London’s Strand. There, they were given the opportunity to sample Glenfiddich’s new whisky, Fire & Cane, and took a tour of the Glenfiddich distillery through the power of virtual reality. They also received a talk from staff at the Coal Hole about the range of whiskies available during the showcase.
Media outreach focused on pubs in Edinburgh and Glasgow in the lead up to Burns Night. Pubs in these cities received exclusive whiskies as part of the showcase and a release was issued highlighting the breadth of the offering during the event.
Our combination of activity worked well, with Nicholson’s benefitting from substantial online noise generated by our key influencers who have a dedicated audience of keen whisky enthusiasts. In total, content relating to the Whisky Showcase reached in excess of 300,000 people, and more than 15 pieces of content were generated by the influencers who attended the event.
In addition, the story was covered extensively by the Scottish press and trade media, with a combined audience reach of more than 100,000 people.