The Malt Whisky Trail

We were asked to help reawaken this sleeping giant - a tourist trail in an area with the highest concentration of whisky distilleries in the world known as ‘the ultimate Scotch experience’. Our objective was to increase the media profile of the Malt Whisky Trail through an integrated PR and social media campaign increasing The Trail’s awareness across global tourism markets.

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What we did (and do)

PR: Seasonal feature stories, promoting news from The Trail, media trips for global media,‘Taste the Trail’ consumer experiences, seasonal marketing materials all positioning The Malt Whisky Trail as the ‘ultimate Scotch experience’ in local, national and global  media. 

Social: We launched and run The Malt Whisky Trail’s social channels which have a combined following of over 20,000 and growing.  Community management sees us answering queries, working with influencers and posting regular updates about what is happening at The Trail and across Speyside. 

Digital: We launched an iTunes podcast which we produce in-house bi monthly, and also secured the opportunity to have this  featured regularly on digital radio station Whisky FM. We create and distribute a regular newsletter which has almost 3,000 subscribers and are in the process of creating a new, refreshed website to attract visitors to The Trail and the surrounding area.

Results

In the last two years social media presence has doubled in terms of followers and we have had over 250 pieces of global media coverage featuring in titles across travel, drink, lifestyle and news ranging from De Standard, National Geographic, Traveller, Wanderlust, Independent, Der Speigel and Esquire.  The Malt Whisky Trail also featured in a Mercedes Benz campaign and was awarded winner at the Highlands and Islands Tourism Awards in Working Together in Tourism category.   2018 was recorded as the highest ever tourism numbers in Speyside which The Malt Whisky Trail and SPEY was recognised as playing a key part in.

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