the big partnership - the famous grouse famous pubs
TRANSCRIPT
The Famous GrouseFamous Pubs 2011
case study
client profile
The Famous Grouse
The Famous Grouse Blended Scotch whisky has a history that stretches back over 200 years.
It has been the number one selling whisky in Scotland for over 30 years, and exports to over 100 countries across the globe.
Our challenge was to bring back The Famous Grouse Famous Pubs campaign for a second consecutive year and deliver a nationwide PR campaign that would engage both consumers and publicans north and south of the border, driving sales and listings for Scotland’s Favourite Whisky.
what we did
The campaign invited the general public to nominate pubs across the UK that were famous for a reason via The Sunday Telegraph’s website (the campaign’s media partner).
Our PR activity drove traffic and nominations to the site via tailored regional media coverage, a trade PR campaign and by using social media channels. The campaign culminated in a 16-page supplement in The Sunday Telegraph.
what we did
BIG placed advertorials in one key UK and one key Scottish trade title to ensure maximum exposure to publicans north and south of the border. Editorial was also achieved in various other trade tiles.
Widespread coverage across national and Scottish trade titles raised awareness of the campaign to publicans whilst also highlighting the brand’s commitment to the on-trade.
what we did
68 pieces of consumer editorial was achieved throughout the UK with coverage reaching over 5 million consumers.
Our PR activity generated coverage in every region of the UK.
end result
The 2011 campaign enjoyed great success with 1,058 nominations received (up 28% on 2010) attracting over 28,800 unique users to the site (up 162% on 2010).
During the campaign The Famous Grouse became the number one whisky in the UK on trade.
The Sunday Telegraph supplement listed the best nominations and reached an audience of 1,368,000 and the regional and trade PR campaign reached a further 5 million.
Glasgow
Fountain House,1-3 Woodside Crescent,Glasagow G3 7UL
0141 333 9585
Edinburgh
Venue Studios21 Calton Road, Edinburgh EH8 8DL
0131 557 5252
Aberdeen
Westgate, 8 Alford Place, Aberdeen AB10 1YB
01224 211045
Liverpool
The Plaza, 100 Old Hall Street, Liverpool L3 9QJ
0151 600 5126
Dunfermline
Largo House, Carnegie Avenue, Dunfermline KY11 8PE
01383 626510
www.bigpartnership.co.uk [email protected]