Drambuie partners with VisitScotland for summer offensive
Drambuie, the Scottish whisky brand, has partnered with tourism body VisitScotland for a marketing initiative aimed at driving up visitor numbers.
VisitScotland: teams up with Drambuie to boost visitor numbers
The initiative, called 'Surprise Yourself', centres on an on-pack promotion, which offers customers the chance to win a luxury weekend trip to Scotland's famous Blair Castle.
It is running from April to September this year, and as part of the prize, the winners will have the chance to compete in a private Highland Games at the castle.
Further link-ups in the 'Surprise Yourself' initiative include VistScotland's partnership with hotels, offering customers the chance to stay there.
Drambuie, meanwhile, will roll out fresh marketing activity this summer, which will include Charlie's Drambuie Nail Bar, its branded chill out bar, appearing at summer festivals, including the Big Chill and Bestival.
Will Birkin, UK senior brand manager, Drambuie Liqueur, said: "The VisitScotland campaign is a natural fit for Drambuie. The partnership firstly reinforces our Scottish heritage that we are hugely proud of.
"Secondly, it gives us an excellent opportunity to challenge customer perception of Drambuie as an after-dinner drink and surprise themselves by experiencing it in a cocktail or long drink. Long-drink creations such as the Drambuie Ginger Nail are perfect for those looking for a refreshingly complex and unique taste in their summer drinks."
In 2009, Drambuie redesigned its packaging, producing an ad campaign that marked the conclusion of a three-year strategy to expand the brand out of the after-dinner liqueur market and towards a younger audience.
This article was first published on marketingmagazine.co.uk
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