The Famous Grouse has launched an ambitious new campaign set to captivate the imaginations of visitors to Scotland during a milestone year for the country’s tourism. Timed to celebrate key national events, the year-long campaign with JCDecaux Airport launched during the Edinburgh International Festival, giving the brand unprecedented exposure to in excess of 16 million visitors to Scotland over the next twelve months.
Entitled ‘Welcome to Grouse Country’, the campaign will see The Famous Grouse take over Edinburgh International Airport, the Capital’s city centre and beyond, widely communicating its position as the Nation’s favourite tipple and leaving visitors under no illusion that they have entered The Famous Grouse territory.
From the PGA Championship, to the South Africa v Scotland Rugby International in 2013 and the Commonwealth Games and Ryder Cup in 2014, the campaign will deliver huge reach for The Famous Grouse, visible to 100% of all domestic and international passengers travelling through Scotland’s busiest airport, as well as 30% of all departures.
Working with Edinburgh International Airport, for both domestic and travel retail markets and in partnership with retailers World Duty Free Group, the campaign will comprise Outdoor advertising, and sampling activity driving deeper engagement with a further 35,000 visitors passing through the airport throughout the next six months.
Departing passengers will be encouraged to leave with a special memento of their trip to Scotland in a bid to encourage its 16 million visitors to become active international brand ambassadors for The Famous Grouse. An interactive zone will allow them to have a picture of themselves taken against a range of famous Scottish landmarks, giving them the opportunity to ‘Be Part of Something Famous’. Participating passengers will also be automatically entered into a competition for a chance to win an all-expenses paid trip back to Scotland.
The billboard campaign features sequential adverts designed to illustrate the brand’s strength as Scotland’s favourite whisky over time, utilising media spaces on several sites throughout the airport. The hero standalone media spaces within arrival portals will be visible to all domestic and international passengers, with a creative emblazoned with the slogan ‘Welcome to Grouse Country.’ Wall wraps, window strips and baggage reclaim adverts will magnify the message.
Peter Sandstrom, Marketing Director, Maxxium UK commented: “In the next 12 months visitors will flock from near and far to Scotland’s beautiful capital city. This campaign will leave every single one of those visitors under no illusion that they have entered The Famous Grouse territory. We’re about to enter a milestone year for Scottish tourism and we’re ready to seize the moment and celebrate by staking a claim to our own home turf.”
On and Off Trade activity, meanwhile, will extend to other touch-points throughout Edinburgh city centre focusing on key tourist areas over the peak summer season, with the tailored message ‘Welcome to The Heart of Grouse Country.’
This coincides with ‘The Famous British Summer - Enjoy It While It Lasts’ campaign where consumers throughout the UK will be encouraged to embrace the holiday season on home shores. So, no matter how short-lived or water-logged it might be, The Famous Grouse will be toasting it with a dose of quintessential British humour and refreshing new summer serves. The heavyweight campaign comprises TV advertising, limited edition gift carton carrying the message ‘Enjoy It While It Lasts,’ a new summer cocktail menu, in-store and on-trade activation as well as PR and social media activity ensuring the campaign has a broad reach across target audiences.
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