Launching The Scapa Noust
Last month, we unveiled Scapa Distillery’s new tasting room in Orkney, Scotland. This one-of-a-kind hidden gem was set to capture the hearts of adventure-seekers and whisky enthusiasts alike, offering an unparalleled whisky tasting experience.
The Global PR team was tasked with raising awareness around the launch, targeting media outlets across the lifestyle, travel, design, and drinks trade sectors.
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 Global PR team developed a two-pronged approach to generate excitement for the launch of the Scapa Noust:
• Press Trip: The team organised a press trip to Scapa Distillery, hosting top-tier national/luxury journalists and lifestyle and travel influencers. From sipping the finest single malt whiskies to exploring the breathtaking landscapes of Orkney, the trip was a whirlwind of excitement and discovery.
• General Announcement: The PR team also targeted national and local news, lifestyle, travel, design, and drinks trade publications to announce the launch of Scapa Noust. We used multiple angles to engage different media outlets, positioning Orkney as one of the hottest destinations for 2023.
The launch of Scapa Noust was featured in top-tier media outlets such as The Spirits Business, The Telegraph, Glass Magazine, Robb Report, and many more.
For the press trip, we secured eight top tier attendees, which resulted in five earned media articles from journalists and over 56 social brand mentions from influencers, including four feed posts and 52 story frames.
The general announcement in tandem also saw successful results, with the Scapa Noust being featured in 33 pieces of earned media coverage, resulting in 25 million earned media impressions.
From a KPI standpoint, the coverage had 78% branded image inclusion, surpassing the KPI of 70%, and succeeded with 100% key message delivery, exceeding the KPI of 80%.
8 top tier
press trip attendees
“We’re super pleased with the work Pangolin have done to make the launch of the Scapa Noust a success. We have seen some great results and amazing feedback from the press trip from some top tier attendees.”