The
Brief

Secure national positive news coverage and features for Whisky Investment Partners (WIP) In key media titles, with a focus on a customer case study which highlights how lucrative whisky cask investment can be.

The
Solution

/ PR

/ FOOD & BEVERAGE

We conducted a full Interview with the case study subject, Roger, which was then used to draft a strong press release ready to outreach to national titles and broadcast (TV and Radio).

This was also combined with a full production shoot to get professional stills and videos of Roger for use when pitching. This was maximised by taking place in multiple different locations and with various key personnel in order to gain assets for potential future releases.

When pitching, we had regular liaison with personal finance journalists at all of our key media titles to ensure we were front of mind for all reviews, comment and interview opportunities. After liaising with the personal finance editor at The Times, we secured an exclusive interview in The Times’ Sunday edition.

Ahead of any interviews with journalists and radio producers, we briefed both Roger and WIP to ensure they were fully prepared to speak confidently and include key messaging.

The assets continued to be used for months afterwards in regular reactive outreach in response to the news agenda and key trends.