Harrison Cowley Edinburgh (HCE) has been hired to handle sponsorship and
media relations for the first ever International Scotch Whisky Festival.
It takes place from 27 October to 2 November next year and is billed as
a celebration of two of Scotland’s most important industries - whisky
and tourism.
HCE, which was hired without a pitch, plans to target international
travel trade titles and manage UK travel and consumer media relations.
The agency will also handle sponsorship for the festival, which is
expected to attract over 4,000 visitors.
Negotiations are underway with a wide variety of whisky and non-whisky
brands. Seagram, producer of Chivas Regal and Glenlivet, and United
Distillers, maker of Glenkinchie, have already signed up and will be
offering master classes on whisky tasting, as well as evening
entertainment and receptions.
Alan Twigg, managing director of HCE, commented: ‘Whisky has flavoured
many dimensions of Scottish life, including much of its tourism. It is
extremely exciting to be working on a major international event which
brings together two very vibrant sectors of the Scottish economy.
‘Getting the backing of the main industry players, such as the Scottish
Tourist Board and the Whisky Trail Association, makes this an
irresistible proposition,’ he added.
The event will cost around pounds 250,000 to stage but Twigg believes it
could generate pounds 5 million in tourist income. If successful, the
Festival will be staged on an annual basis.
