Final bottle of world's oldest whisky sold to Hongkong
Artisan PR discovered that the last bottle of Glenfiddich 1937, the world's oldest single malt was about to be bought by Hong Kong Airport for sale in its duty free shop. The story presented an opportunity to reinforce Glenfiddich's credentials for creating the world's finest single malts - highly desired around the globe - to the Scottish, UK and worldwide consumers.
- Briefing and commissioning of top Scottish photographer to take images to reflect the quality of the product and its Scottish credentials: white gloves, hint of tartan for international use.
- Development of news story suitable for UK and international use - press and broadcast
- Liaison with worldwide news agencies
- Targeting of newspapers, magazines, duty-free specialist press, licensed trade press, radio
The Results
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Over 20 UK press articles including The Times, Daily Telegraph, Daily Express, Sun, Mirror, Mail, Daily Record, Herald, Press & Journal, Yorkshire Post, Edinburgh Evening News, 15 items of radio coverage, International coverage across Asia, press and broadcast.
- All coverage conveyed two of the core three key messages for Glenfiddich : Scottish/independent, Quality, range/innovation.
- U&A study (June'05) showed Glenfiddich strengthened its associations of independence and innovation with Scottish consumers.
- OTS = 25 million, OTS amongst key Glenfiddich target market (males 35-55) = 2.5 million, EAV of press coverage = £115,000, ROI: 115:1