Every press trip attendee produced coverage, including features in prestigious publications
The Task
Our mission was to amplify the launch of The Dalmore Luminary No.2, positioning the Highland Distillery as the pinnacle of whisky craftsmanship and artistic design. We aimed to generate widespread awareness across luxury, consumer, and trade media, creating significant coverage and social media buzz that would resonate with High-Net-Worth Individuals (HNWI) and whisky aficionados worldwide.
Insight
In the luxury market, storytelling and visual presence are paramount. We recognised the need to provide media with an exclusive and engaging experience, leveraging The Dalmore's rich heritage and its artistic collaboration with V&A Dundee. This approach centred on the luminaries of whisky and architectural design, crafting a compelling narrative that would captivate our target audience.
The idea & execution
We orchestrated a luxurious press trip to the V&A Dundee, inviting 30 of the country's most influential spirits voices. The experience immersed journalists in the whisky's artistry and historical roots, offering exclusive access to the creators behind the collaboration. The highlight was an unforgettable evening at the V&A Dundee, featuring bespoke cocktails, intimate whisky tastings, and the grand reveal of The Dalmore Luminary No.2, showcased prominently in the gallery. This striking visual presentation was pivotal in amplifying the whisky's prestige across print, online, and social media platforms.
