THE GOALS

O was appointed at the beginning of the development’s journey in early 2014 to tell the heart-warming story of a dream come true and of a global business’ major investment in the Lake District. Our strategy was to let people be part of history in the making by sharing the Lakes Distillery story at home in Cumbria and around the world to both drive product sales and promote the distillery itself as a leading tourism destination in England. In order to attract visitors to the distillery over The Lakes’ peak tourism season, we implemented a strategy to ensure blanket coverage of the venue across consumer glossies, travel magazines, national newspaper, blogs and equally, as important to distillery, regional Cumbria titles. We achieved more than £4million of media coverage overall and each of the UK’s national newspapers covered the distillery at least once – The Daily Express featured The Lakes Distillery in three separate travel features across July and August alone. ITV Borders dedicated a third of its evening programme to the distillery in July to mark its official opening by HRH The Princess Royal, while the distillery’s The ONE blend of British whiskies was featured on BBC Radio 4’s Women’s Hour as a perfect whisky to drink with food.