Jura single malt whisky is celebrating the craft of storytelling with a new off-trade and online marketing campaign.
Named ‘The Story Season’, the whisky’s new campaign includes two major on-pack promotions to entice and engage consumers. The promotions will be supported by an extensive social media and PR campaign, as well as an on-air competition with popular radio station XFM.
Details of the promotions are contained within a bookmark – which doubles as a Christmas gift tag – that has been inserted into each new ‘Story Season’ pack.
Lucky 13 will give fans of Jura the chance to win one of 13 prizes, all inspired by novels of mystery, myth and legends. Prizes include Prada sunglasses inspired by HG Wells The Invisible Man and a Lecia Digital Camera based on Oscar Wilde’s The Picture of Dorian Gray.
The ‘Save the Date’ promotion will encourage friends to get together to share their stories over a dram of Jura. Consumers will be asked to share pictures of this special moment on Twitter, along with a unique code found on pack, to receive an exclusive pair of Jura tumblers – ideal for sharing a dram.
John Bradbury, UK sales director, said: “Christmas is a key selling period for malt so in order to get consumers to engage with our brand it is vital we give them something interesting and compelling to interact with. The Story Season campaign encourages them to do that through social media conversations, interesting stories and also through the partnership with XFM.”
For more information on Jura’s Story Season please visit www.jurawhisky.com