Story launch first ever members recruitment DM campaign for The Scotch Malt Whisky Society
25th October 2007
Story, the UK's best selling agency, announces the launch of the Scotch Malt Whisky Society's membership recruitment DM campaign dropping on October 26th 2007.
The campaign is designed to recruit members to the Scotch Malt Whisky Society by promoting the Society as "The Most Famously Anonymous Whisky Society". 27,500 mailings will be sent out to whisky drinkers throughout the UK, with an initial target of recruiting 500 new members by end of November 2007.
The Society which currently has 26,000 members is a recognised and trusted source of authoritative, expert information on Scotch Malt Whisky, with access to an unrivalled and unique selection of single cask malt whiskies.
The DM campaign takes advantage of the cloak of mystery surrounding the prestigious malt whiskies selected by the Society, by playing on a Sherlock Holmes 'master of disguise' theme. The campaign theme - promoting "The Most Famously Anonymous Whisky Society" - was developed by Story based on the Society's unique bottling methods. By respecting proprietary brands and celebrating the differences each individual cask reveals, the Society uses its unique cask numbering system and tasting notes, as opposed to referencing bottles by brand or distillery name. Tasting notes and maps are provided to help entertain and inform whisky lovers about each of the anonymous single malts.
Kai Ivalo, Sales and Marketing Director at The Scotch Malt Whisky Society comments:
"This is the first time we've used DM to promote membership recruitment. Story has a tremendous reputation within the whisky industry for producing campaigns that sell and I'm sure our new campaign will follow that lead. I am confident that we will meet our targets and in addition highlight the social and fun aspects of joining The Scotch Malt Whisky Society. The campaign effortlessly informs, entertains and engages whisky lovers."
Dave Mullen, Creative Director of Story comments:
"The cloak of anonymity now becomes the hero of the piece... Central to the campaign is the fact that The Scotch Malt Whisky Society promotes itself without reference to distillery names and brands. The challenge was how to make this historical quirk work for them. We now have a tantalising proposition and one that is also easily transferable to future campaigns and different mediums. The campaign also allows us to use data intelligently to target potential members at a very local level and thus feel very relevant."
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For further information please contact:
Caroline Campbell 0131 552 3376
caroline@edinburghpr.com 0771 774 1 775
Story:
- Story was set up in Edinburgh in April 2002 by the following directors:
- Sue Mullen, Managing Director
- Sheila Gallagher, Client Services Director
- Rebecca Wood, Head of Copy
- Dave Mullen, Creative Director
- Story is a direct response advertising agency
- Story is part of themission®, a national marketing communications and advertising group with 10 offices across the UK . The Group specialises in providing national and international clients with award winning marketing, advertising and business communications. Group members include April-Six, Bray Leino , Big Communications, Fuse Digital, thinkBDW and Story UK. themission® employs over 550 staff nationally and is listed on AIM (TMMG). themission.co.uk
Story's clients include:
- Scottish and Southern Energy
- Curtis Fine Paper
- Equity Insurance
- Direct Holidays
- Glenmorangie PLC
- Ardbeg Whisky
- BNJ Whisky
- Scottish & Newcastle
- Stagecoach
- University of Edinburgh
- Ulster Bank
- Scottish National Blood Transfusion Service
- VELUX Roof Windows
- DMA (Direct Marketing Association)
- Marks and Spencer