SPEY
Whisky Auctioneer - The Perfect Collection
We were tasked to take the story of the world’s biggest private whisky collection ever to go on sale, discovered in the basement of a deceased American millionaire behind the success of Pepsi, to the world.
WHAT WE DID
We launched this incredible story with impact then sustained media momentum in the weeks towards the auction by implementing a carefully researched, timed and targeted strategy.
Issued global news release times across time zones with country specific angles announcing the most significant private whisky collection ever to go to auction.
Visual highly shareable content created for multi-channel media to showcase the collection.
Video content from whisky influencers promoted to media to elevate the collections world-leading stature.
Exclusive given to international press agencies Reuters, Press Association and AFP.
Media launch at Gleneagles Hotel for a select group of top tier global media and influencers including Forbes, Culture Trip and Whisky Magazine surrounded by the oldest and rarest bottles within the Gooding Collection. Brand ambassadors from the major brands part of the collection from Balvenie to Glenfiddich were invited to talk about the history behind the bottles during an ‘in-conversation-style’ discussion with whisky experts.
RESULTS
This campaign exceeded all of the client’s objectives of reaching a global audience, reaching all priority target titles across print, online and broadcast media with Whisky Auctioneer experiencing a rapid uptake in website traffic (42.7% on the previous year in the same timeframe) on the back of our campaign.
We secured 972 pieces of global coverage across print/online/broadcast (to date) and achieved 9.54B online readership, 33.7M est. coverage views, 26K social shares with a total circulation 9.94M.
What our client said: “We could not be more delighted with not only the exceptional level of coverage achieved through their campaign, but also the fact that the well-crafted, nuanced copy in the releases to help with brand authority made it clearly into over 95% of coverage.”
