Genoa Black has had a busy and appetising month having secured a new whisky brand, adding to their list of growing clients, as well as delivering a month-long 40th anniversary event and PR campaign for north-east shortbread manufacturer Dean’s.
Having recently undertaken a brand refresh, highland whisky company the Tomatin Distillery Co Ltd is currently developing new packaging for their range of single malts and have appointed Genoa Black to launch the re-brand towards the end of 2015.
The integrated campaign, which will be managed by Genoa Black’s Edinburgh events team, will encompass PR, events, stakeholder engagement, digital marketing and social media in the UK and in Tomatin’s major export markets.
Meanwhile, the marketing specialist’s Aberdeen office has been kept busy this month developing and managing a high profile sampling campaign for Huntly shortbread manufacturer, Dean’s. As part of their 40th anniversary, Dean’s enlisted the help of Genoa Black to drive their brand awareness, communicate their anniversary message and get the brand front of mind prior to their brand refresh next year.
Genoa Black created a strategic and engaging PR and event campaign, incorporating a month-long promotional tour of Scotland by Dean’s mascot, Shortie – a giant shortbread finger dressed in a kilt.
This involved visiting iconic sites, activities and events, engaging with the public and giving out delicious shortbread samples as he went.
Siobhan Ingram, Brand Manager at Dean’s explained, “In order to make the most of our year of celebration, we enlisted the help of Genoa Black to deliver a summer PR campaign centred around our much loved mascot Shortie. Genoa Black have delivered a very effective campaign taking Shortie and the Dean’s brand on a whistle stop tour of Scotland. It’s been great fun, but more importantly it’s taken our brand and our product out to some of Scotland’s most scenic spots, creating a great opportunity for us to engage with the public face to face. We look forward to building on this success with Genoa Black as we roll out our brand refresh during 2016’’
The tour, which has received coverage across the country within regional and industry titles, has included visiting mascots at Aberdeen Football Club, busking at the Edinburgh Fringe Festival and hunting for Nessy at Loch Ness.
Vicki Whetton, Director and Partner of Genoa Black commented, “Since Genoa Black was launched over two years ago, we have seen our client profile grow across a wide range of industries and throughout Scotland. We are proud to support local food and drink manufacturers and look forward to offering them continued marketing advice and support.”