To share the spirit of Ireland during lockdown, Slane Castle decided to stream their first concert with Dublin born musician Damien Dempsey and Irish rock band THUMPER live from Slane Irish Whiskey Distillery. Our job was to amplify the Slane Sessions and promote Slane Irish Whiskey for its pivotal power period.

We made sure The Slane Sessions were hit listed for St Patrick’s Day events and pitched Slane Irish Whiskey and recipes for St Patrick’s Day media round-ups. Cocktail kits were sent to target media and lifestyle influencers so they could bring the cocktails to life on Instagram.

We followed up with targeted outreach in Scotland, London and Leeds to promote on-trade partner bars running a Slane Irish Whiskey cocktail delivery service and partnered with influencers in those areas. Overall, we secured 35 pieces of media coverage with a reach of 20.3M showcasing the liquid, delivery service and building anticipation ahead of the live stream as well as influencer content with over 37k social impressions.

And who could forget the playlist?