Publicity Campaign: 1881 Gin School & Distillery Opening

In October 2019, Peebles Hydro Hotel in the Scottish Borders launched 1881 which encompasses 4 types of premium gin, 4 tonics and a residential gin school.

Volpa was tasked with supporting the business with PR activity, media management, collateral design and social media activity on the run up to the product launch event and thereafter. With a tight turnaround to be met, team Volpa pulled together to add valuable knowledge to the promotional plan.

  • Client: Peebles Hydro
  • Skills: PR, PR photography, design, social media management
  • Website: www.1881distillery.com

Our cunningly good® approach…

Volpa developed a PR strategy which included:

·                Targeting relevant food and drink publications to feature the launch event and product story in their publications
·                Inviting selected gin bloggers to attend the event
·                Issuing a press release to announce the launch of 1881 gin, gin school and distillery
·                Handling media enquiries for the launch day and setting up interviews with Stephen Leckie, CEO of Crieff Hydro Family of Hotels

·                Issuing images from the launch party alongside images of the gin retail offering

·                Sending product samples to feature writers who could not attend the launch event to encourage editorial coverage in the run up to Christmas

Volpa also supported activity by:

·                Designing and printing collateral to showcase the retail and gin experience offerings

·                Designing a physical display to be showcased within the Gin Distillery consisting of a waterfall, botanicals and dry ice

·                Creating a social media content plan as well as scheduling content and monitoring feedback