Media campaigns to boost sales

Old Curiosity Gin
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Insight

Luxury gin brand, Old Curiosity, produces unique and exciting colour-changing gins.  Set within the Secret Herb Garden venue, the team distils its brand using 100% natural, hand-harvested botanicals, grown on-site.

After a successful campaign for Old Curiosity’s Christmas gin, we turned our hand to another campaign, to launch new products to market.

PR Edinburgh, PR Glasgow, PR Aberdeen, PR Scotland, PR Newcastle, Top PR agency Scotland, Top PR agency Edinburgh, Top PR agency Newcastle, Top PR agency North East, Public affairs Scotland, Public Affairs, Edinburgh, public affairs Newcastle, Lobbying agency Edinburgh, B2B PR Scotland, B2B PR Edinburgh, Tourism PR, Hotel PR, Travel PR, Political PR Scotland, PR consultancy Scotland, PR consultancy Edinburgh, PR consultancy Glasgow, Public affairs consultancy Scotland, public affairs consultancy Edinburgh, public affairs consultancy Glasgow, communications audit, digital marketing agency Scotland, digital marketing consultancy Scotland, digital marketing agency Edinburgh, digital marketing firm Scotland, social media strategy Edinburgh, social media agency Scotland, planning consultation, planning pr agency, planning pr, planning consultancy, planning and development pr, planning lobbying, planning public affairs, Newcastle, Newcastle pr firm, planning firm Newcastle, pr company Edinburgh, pr company scotland, pr company Glasgow, best pr firm scotland, best pr Edinburgh, best pr consultancy

Idea

With the range of gins doubling, we identified the need to spread out the launches, so they did not compete with each other, but rather highlighted the suite of products.

As the botanicals are grown at the Secret Herb Garden, we took a seasonal approach so we could both spread out the launches and highlight the natural provenance of the product.  We tied each launch to a seasonal event: Valentine’s Day; Mother’s Day; Easter and Summer Solstice.

To further enhance the exclusivity and luxury associated with the brand and to increase social media hits, Old Curiosity Distillery launched limited editions via a subscription based gin club and launched gin garden tours.

Photo courtesy of Lisa Ferguson, Edinburgh Evening News

PR Edinburgh, PR Glasgow, PR Aberdeen, PR Scotland, PR Newcastle, Top PR agency Scotland, Top PR agency Edinburgh, Top PR agency Newcastle, Top PR agency North East, Public affairs Scotland, Public Affairs, Edinburgh, public affairs Newcastle, Lobbying agency Edinburgh, B2B PR Scotland, B2B PR Edinburgh, Tourism PR, Hotel PR, Travel PR, Political PR Scotland, PR consultancy Scotland, PR consultancy Edinburgh, PR consultancy Glasgow, Public affairs consultancy Scotland, public affairs consultancy Edinburgh, public affairs consultancy Glasgow, communications audit, digital marketing agency Scotland, digital marketing consultancy Scotland, digital marketing agency Edinburgh, digital marketing firm Scotland, social media strategy Edinburgh, social media agency Scotland, planning consultation, planning pr agency, planning pr, planning consultancy, planning and development pr, planning lobbying, planning public affairs, Newcastle, Newcastle pr firm, planning firm Newcastle, pr company Edinburgh, pr company scotland, pr company Glasgow, best pr firm scotland, best pr Edinburgh, best pr consultancy

Impact

Pagoda achieved gin-credible coverage! The new gins were featured widely in print and online in top target publications, reaching over 13m people in just six months. Highlights included: Cosmopolitan.co.uk, The Guardian, Metro, Gardens Illustrated and Good Housekeeping.

Social media was core to our work, with followers and reach increasing widely across a number of platforms including a 20% increase in Facebook likes and an 18% increase in Instagram followers over a 3 month period.  As with the Christmas gin, which sold out swiftly, our campaigns boosted gin sales significantly.

 

Photo by Laura Meek 

The team is proud of the work with Old Curiosity Gin.  Key to success was our targeted approach and the relationships we have with UK-wide newspapers and lifestyle magazines.  Good social media works well for drinks products too, so we created some creative campaigns.  Dedication, creativity and innovation paid off!
Holly Russell
Director

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Holly Russell

Director
With a background of in-house trade PR, Holly brings a wide understanding of business marketing and particular B2B skills. Though this doesn’t mean she is a techie; she is also a successful communicator for luxury brands and experiences with an eye for style and a brilliant sense for social media strategy.

Alex Glynne-Percy

Account Executive
Alex is the newest addition to Pagoda and is excited to share his love of food and drink, travel and the outdoors.   He is motivated by results and uses creativity wherever possible to provide solutions. His passion for social media will be an asset to clients such as Edinburgh New Town Cookery School and Unique Venues of Edinburgh and, with his natural copywriting skills, he is a crucial member of our SEO team.

Lucy Edgington

Account Executive
With experience in Property & Development, B2B and consumer PR,  Lucy knows her stuff, whether it's media relations, copywriting or social media. Organised – never without a to-do list – and always ready to explain the commercial benefits of PR to her clients, she has a winning PR combo.