The Ultimate Scotch Experience

While The Malt Whisky Trail is the world’s ultimate Scotch experience it had not been marketed in several years. SPEY was asked to help reinvigorate this sleeping giant of the whisky industry as part of an integrated-media and marketing campaign.

Malt Whisky Trail GlenLivet Whisky Bar
What we did

We launched a series of initiatives including; an itunes podcast produced in-house by SPEY, quarterly media trips for global media, ‘Taste The Trail’ consumer experiences, destination marketing campaign with tourism stakeholders, seasonal marketing materials as well as positioning The Malt Whisky Trail as the ‘ultimate Scotch experience’ in the media.

Results

In first 6 months alone increased presence over our digital platforms in with facebook increasing by 1548%, twitter 532%, instagram 209% and website page views by 953%.

71 pieces of global media coverage resulting in 1.64m estimated coverage views and 130k social shares featuring in titles across travel, drink, lifestyle and news ranging from De Standard, National Geographic Traveller, Wanderlust, Independent, Irish Sun to Esquire.

Also featured in a Mercedes Benz campaign and awarded winner at the Highlands and Islands Tourism Awards 2017 in Working Together in Tourism category.

Malt Whisky Trail Map