Client: The Balvenie, UK
Campaign Overview: Low key publicity campaign
This specialist malt whisky brand needed tactical PR to avoid mainstream media and target specific market groups.
The marketing strategy was designed to allow discerning malt whisky connoisseurs to discover The Balvenie for themselves, positioning the brand as a well kept secret.
Avoiding any bold and brash coverage, the campaign served to produce favourable reviews in specialist media such as sailing, hunting & fishing and top end men’s publications.