We’re still celebrating at Tomatin Distillery after being named winner of ‘Best Marketing Campaign’ at the Highlands & Islands Food & Drink Awards on Friday evening.
The Highlands & Islands Food & Drink Awards celebrate passion, quality and innovation across the region. They highlight the finest businesses that are helping put the Highlands and Islands on the food and drink map.
Winning ‘Best Marketing Campaign’ for our Five Virtues Series is a huge achievement, the Five Virtues series is innovative in many ways, each expression sheds light on a process or ingredient which influences whisky production. We collaborated with leading contemporary artist, Eva Ullrich, to explore these elements and their role in whisky production. There are many similarities between whisky and art, with craftsmanship and patience involved in both.
Another innovative marketing initiative was creating a bespoke, North Coast 500 inspired, adventure: “Tomatin Route 501”, created to bring the Five Virtues to life whilst taking in the stunning Scottish landscapes that reflect the elements and names of the whiskies. We challenged ‘North Blog’ adventurer and influencer Tristan Cameron-Harper to experience and capture the best of our new route, whilst using it to inspire consumers to follow suit via hashtag incentives and using the ‘Tomatin Route 501 challenge’ slogan.
Marketing Manager, Jennifer Masson, “Launching our first marketing-led, brand new, limited edition product release was a risk but it has paid off. It has cemented our status as a key contender in the single malt market, whilst staying relevant and on trend in terms of unique and craft bottlings. The series received an entirely positive sentiment with an online media reach of over 4 million. It was fantastic to incorporate some beautiful Highland locations into our marketing strategy for this series. We are delighted that our achievements have been recognised at these prestigious awards, especially in our local region where some of the most innovative food & drink products are being released”.