Our Work

Orkney Stories: Highland Park’s Journey to Global Recognition

THE CHALLENGE

In 2023, Highland Park Distillery celebrated its 225th anniversary. The distillery wanted to increase brand awareness and connect with new global audiences to mark this milestone. The challenge was to celebrate the anniversary, create a meaningful connection with new consumers who appreciate whisky but aren’t necessarily experts or aficionados, and to increase brand awareness during a pivotal moment for Highland Park.

SOLUTION

The solution was multi-faceted, rooted in storytelling, strategic partnerships, and leveraging the unique elements of Orkney’s landscape and heritage. The campaign was centred around “Orkney Stories,” a short film that showcased what makes Highland Park whisky distinct. The film was led by acclaimed British actor and whisky enthusiast Gwendoline Christie. The campaign also delved into Orkney’s unique landscape and heather peat, which gives the whisky its sweet and smoky profile, inviting the audience to discover the secrets of our whisky’s origin.

The campaign had a creative and aesthetic direction by collaborating with British Fashion Designer Giles Deacon and Creative Director Charlie Thomas. Filming took place across several iconic Orkney locations, and the collaboration with LS Productions, a Scottish production company, ensured that the film captured the essence of Orkney authentically.

The campaign was strategically rolled out across various platforms, including Highland Park’s website, social media (Instagram, Facebook, YouTube), and through a comprehensive social advertising campaign on Instagram, Meta, Pinterest, and YouTube globally. The campaign expanded Highland Park’s presence into lifestyle media outlets, securing coverage in prestigious publications like Elle and GQ.

ACTIONS

The campaign achieved remarkable success across key metrics and platforms. It garnered 1.5 million organic impressions, 1 million video views, and was executed globally across eight key markets. Social media platforms, notably Instagram, saw engagement rates soar to 7.60%, more than double the monthly average. The brand lift study revealed a notable uplift in aided brand awareness, particularly among the 25-34-year-old target demographic, and a 2.5-point increase in brand uniqueness. Paid campaign aspects also exceeded expectations, achieving over 47 million impressions, 38% above target. The campaign’s content strategy, leveraging earned media, expanded Highland Park’s reach into lifestyle outlets previously untapped by the brand, effectively positioning Highland Park in a new light across paid, owned, and earned media.