Campaign: Food and drink - Talisker sets sail to raise cash for charity

Campaign: Talisker Bounty Boat
Client: Talisker Single Malt Scotch Whisky
PR team: Grayling
Timescale: April-June 2010
Budget: £19,500

Talisker is made near the sea on the Isle of Skye. Parent firm Diageo wanted to lift the product out of the food and drink pages. The idea was to sponsor a 4,000 mile boat trip from Tonga to West Timor, to recreate William Bligh's journey following the mutiny on the Bounty 221 years ago.

Objectives

- To manage PR around the trip

- To raise money for the Sheffield Institute Foundation for Motor Neurone Disease.

Strategy and plan

A microsite was set up to host a blog, updated by crew members. This was also used to populate the Talisker Bounty Boat Facebook page. Through a satellite phone the crew could remain in contact with key broadcast media and the PR team. A partnership was set up with The Daily Telegraph, which helped to launch an appeal for a new crew member.

Measurement and evaluation

The campaign was covered on BBC Breakfast, GMTV, London Tonight, BBC Radio 2, BBC Radio 4 and BBC World Service. It also generated more than 30 pieces of national print coverage. Online hits included the Mirror, Daily Mail, Times and Guardian sites.

Results

The trip raised more than £50,000 for the foundation, with another £50,000 expected by the end of the year.

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