Case study tfg famous pubs 2011

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

The BIG Partnership5 Park Circus PlaceGlasgow G3 6AH

0141 333 9585

Edinburgh

The BIG Partnership14 Links PlaceEdinburgh EH6 7EZ

0131 555 5522

Aberdeen

The BIG Partnership11 Thistle PlaceAberdeen AB10 1UZ

01224 615000

Fife

The BIG Partnership36-40 High StreetKirkcaldy KY1 1LU

01592 643200

what can we do for you?

www.bigpartnership.co.uk [email protected]