The Brief

To generate in-depth, high quality coverage within lifestyle, travel, design, and drinks-trade media around Scapa Distillery’s new tasting room in Orkney—a hidden gem designed for adventure-seekers and whisky lovers.

The Strategy

With "staycations" on the rise and domestic travel in the UK at an all-time high, we knew positioning the tasting room and Orkney as the ultimate destination for the 2023 summer season would generate maximum share of voice in the target media.

The Execution

The Global PR team developed a two-pronged approach to generate excitement for the launch of the Scapa Noust. First we targeted top-tier national/luxury journalists and lifestyle and travel influencers with an intimate press trip to Scapa Distillery to witness it in person.

We then went out wider by leveraging multiple angles to engage different media outlets, positioning Orkney, and Scapa Distillery, as one of the hottest destinations for 2023.