Famous Grouse

The Famous Grouse welcomes visitors to 'Grouse Country' in year-long marketing campaign


By Gillian West, Social media manager

August 21, 2013 | 2 min read

The Famous Grouse is aiming to capture the imagination of visitors to Scotland’s capital during a milestone 12 months for the country, launching a year-long campaign with JCDecaux Airport.

Kicking off during the Edinburgh International Festival, ‘Welcome to Grouse Country’ sees the brand take over Edinburgh International Airport, the capital city and beyond to leave visitors under no illusion that they have entered The Famous Grouse territory.

Running throughout the PGA Championship, the South Africa v Scotland Rugby International and next year’s Commonwealth Games and Ryder Cup, the campaign will be visible to domestic and international passengers travelling through Edinburgh International Airport.

A partnership with World Duty Free Group also sees sampling activity in a bid to drive deeper engagement with travellers. An interactive zone also allows for passengers to have their picture taken beside various Scottish landmarks, giving them the chance to ‘Be Part of Something Famous’, with participants entered into a competition for a chance to win an all-expenses paid trip back to Scotland.

“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,” remarked Peter Sandstrom, marketing director, Maxxium UK.

Throughout Edinburgh city centre on and off trade activity will focus on key tourist events and areas over the summer season, with the tailored message ‘Welcome to The Heart of Grouse Country’.

The activity coincides with The Famous Grouse’s ‘The Famous British Summer – Enjoy It While It Lasts’ campaign comprising of TV advertising, limited edition gift carton, summer cocktail menu, in-store and on-trade activation as well as PR and social media.

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