The Bushmills Trek, emerged as the winner of the best E-marketing campaign at the All-Ireland Marketing Awards last Thursday night.
The Bushmills Trek campaign was jointly developed by Wilson Hartnell Public Relations and Cybercom in celebration of the 400th Anniversary of the original license to distil, which was granted to the area of Bushmills back in 1608.
A very thorough approach to researching and understanding the motivations of the target audience and finding a common ground between those and all that is best about Bushmills Irish whiskey, resulted in an incredible consumer experience – The Bushmills Trek.
The campaign involved an eight month, sustained digital and PR campaign, with a core mechanic offering four lucky consumers the chance to take part in an authentic, original experience visiting three continents over three months, on a trip of a lifetime.
The lucky winners experienced an incredible journey, which included climbing Mount Kilimanjaro and trekking to Everest base camp. For those who were left behind, they could follow the journey on line and also win a chance to join the trekkers for the Australian leg of the Bushmills Trek.
A social/Web 2.0 strategy was also implemented in parallel with the main website to take the brand into the target consumer’s world via Facebook.
News of the campaign’s win spread fast via twitter, even as far as 23,000ft on Mount Everest!