Highland Park
// David Coulthard Saltire 1
THE BRIEF
Highland Park partnered with F1 star David Coulthard to create a limited-edition single cask - Saltire, a 13-year-old single malt (a fitting nod to David's 13 Grand Prix victories).
They wanted to tease and promote the launch of Saltire across social media and email, using David and his fanbase to reach a new audience.
THE SOLUTION
This culminated with a Facebook Premiere video revealing David's involvement and the name of the whisky. This was a two-pronged approach, with the video launch timed precisely to coincide with the delivery of an email to Highland Park's email subscribers.
We saw over 1,000 ballot entries within the first hour of launch, and over 4,000 entries within the first 12 hours: for less than 700 bottles of whisky!
Throughout the project, we worked closely with both Highland Park and with David Coulthard and team to create content that delivered a consistent message and branding for all parties. We needed to develop authentic content for David's personal accounts that stayed true to his natural tone and values and didn't parrot Highland Park.
While the brand has a dedicated core audience, the challenge was to reach a wider audience of single malt whisky drinkers, F1 enthusiasts and David Coulthard fans.
Central to this was the development of a content plan that resonated with each of these groups and delivered using highly targeted social posts.
Before launch, we delivered teaser content on the Highland Park social channels to drive anticipation. Posts alluded to something big coming without disclosing what, creating hype and encouraging people to tune in for a live reveal.
THE RESULTS
THE CLIENT
Highland Park is a global single malt whisky brand, distilled in Orkney.
