The brief

My client is a global PR agency, who had recently taken on new scope with a luxury whisky brand. The agency needed a whisky-specialist and consumer PR expert to fulfil a new brief, which centred around PR-ing the brand’s luxury estate in Scotland.

“Through a dedicated earned strategy, drive awareness of The Estate as a desirable luxury experience.

Highlight the unforgettable and innovative experiences of The Estate to our recruitment audience, and also utilise the hospitality offering to inspire advocacy and enhance relationships with our existing consumers.

How:

·Build relationships with key audiences – these are many and varied, including drinks industry, HNWIs, hospitality partners, river managers, and local community organisations.

·Share the evolution  – Our Estate never stands still. Whether it’s planting trees to support the eco-system, or the development of a brand-new kitchen, there’s no shortage of stories to tell.

The work

I worked hand-in-hand with the managing partner to develop the end-to-end Earned PR Strategy,

The strategy was formed under the following headlines:

• Background & Context, including: review of Estate PR to date, competitor landscape summary, audience map and identified opportunities

• Earned PR Principles for global in-house and agency PR teams to adhere to when promoting the Estate

• Target publications and channels to ensure the Estate shows up where its audience is looking

• News hooks and trends, under the banners of: gastronomy, nature, innovation, luxury, heritage & community

• Materials and toolkits to enable teams to hit the ground running

• Creative concepts to fuel in-market ideas

The work was presented to the client, who then circulated the pack to global colleagues to enable them to start work in-market.

The results

The client was able to kick-start a campaign with a ready-made strategy and toolkit to mobilise teams around the globe. I used my expertise to create a relevant and unique strategy which met the brief and identified key opportunities and potential challenges for teams going forward.