Multiply appointed to Highland Park below-the-line brief
Multiply has been appointed by Highland Park as its below-the-line agency for the single malt.
The Edinburgh-based marketing communications agency is promoting the brand through a series of experiential events targeting more than 170,000 book lovers.
Working in conjunction with publishing house Canongate, more than 20,000 samples of Highland Park 12 year old single malt will be distributed to audiences at the Cheltenham Literature Festival (9-18 October) Canterbury Festival (17-31 October) and Oxford Literary Festival (20-28 March 2010).
The sampling events also offer festival goers the chance to meet Canongate authors, including Laurence Shorter, Geoff Dyer, Louise Welsh, Chris Killen, Trevor Byrne and Steven Hall, who will discuss their writing styles and literary careers.
Multiply was appointed as below-the-line agency for the Edrington Group-owned Highland Park after a pitch to distributers Maxxium.
Multiply account manager, Scott Kennedy, said: “Research has shown that literature is an important platform for Highland Park as it rates highly as a key interest for malt drinkers.
“The literary festival events we are hosting will tap in to Highland Park’s long established credentials in literature and we are confident the discerning book festival audiences will warm to the charms of a Highland Park dram.
“By partnering the UK Publisher of the Year, Canongate, we can provide consumers with access to talented writers and poets who will give free readings and entertainment based on literary themes.”