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Bowmore looks to outdoors for 2011 marketing drive

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By The Drum Team, Editorial

April 11, 2011 | 2 min read

Bowmore, the Islay Single Malt whisky, is planning a raft of experiential activity as part of a six-figure marketing investment this year.

The brand will run 'A Taste of Islay' sampling experience targeting 450,000 potential consumers at events including Outdoor Pursuits in Edinburgh, The Royal Bath and West Show and the Kendal Mountain Festival.

Bowmore is also entering the second year of a partnership with National Geographic magazine as it looks to establish itself among lovers of the great outdoors.

It will sponsor the National Geographic International Photography Contest, which gives amateur photographers the chance to win a trip to Islay and see their work in a future Bowmore ad campaign.

And it is hosting The Bowmore Ben Nevis challenge, which takes place on Saturday 20th August and sees teams of disabled and non-disabled people work together tot ake on the challenge of scaling the UK’s highest peak, Ben Nevis, in aid of charity Capability Scotland.

Kirsteen Beeston, head of brands marketing, said: "Bowmore has always been a champion of nature and the great outdoors so we’re delighted to be broadening our campaign this year to bring a Taste of Islay to more of our target audience in a relevant and memorable way.”

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