With international borders closed in 2020, Camplify was eager to raise brand awareness to drive local bookings. The Botanist Gin was also eager to create noise in a crowded cocktail market, and with bars and restaurants running at reduced capacities, an on-premise activation wouldn’t work and the brand had no new product news to share with the media. So we paired our two clients together to create an exciting PR campaign.

We created Australia’s first dedicated gin caravan, partnering with Camplify hirer, Mazzy the Van, which became ‘The Botanist Gin Van’. By co-branding the van with The Botanist Gin decals and providing a complimentary Botanist Gin cocktail cart for each weekend booking, the execution was simple and cost effective, yet drove considerable media reach.

Due to the campaigns success, The Botanist Gin Van was extended to QLD with the use of Salty the Caravan later that year.

This innovative idea was picked up by major digital and print media outlets across the country. The collaboration was featured titles such as Time Out, Concrete Playground, The Urban List, Daily Mail, MSN, Lifehacker, Delicious and Escape.

The campaign began in the height of the Christmas party season amidst a competitive market and was successfully delivered within a tight 3 week timeframe.

Our style ambassador, Donny, also featured in video content shaking and stirring the signature Disaronno Wears Trussardi cocktail, as well as images that were to accompany his tips for stylish Christmas entertaining. Press office activity featured interviews with Donny, a launch press release and product pitching for Christmas gift guides and cocktail recipes. We also engaged 6 fashion influencers to spruik the campaign on their social channels.

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Highland Park is distinct in that it is the most northerly distillery in Scotland. Highland Park is a wildly harmonious single malt whisky characterised by a uniquely complex balance of flavours shaped by the extraordinary contrasts of its Orkney Island home.

The brand had shifted its brand strategy and creative to ‘A Wild Harmony’ and to bring to life this brand transition, they wanted to create an impactful PR and experiential campaign and get consumers engaging with the brand in a new and exciting way. The challenge was that Highland Park is still a developing brand in the Australian market. We need to build brand awareness and ensure Highland Park stands out and is considered by whisky consumers.

With only a few weeks to get the campaign into market, we worked closely with our sister agency, Bamboo Marketing to create a fully immersive whisky dining experience at Palm House in the Royal Botanic Garden Sydney.

Palm House was transformed into ‘A Wild Harmony’ with stunning greenery surrounding the interior, lighting effects, florals and even live butterflies flying around the venue for something extra special. The event took place across multiple sessions over 4 days, one for trade, one for press and influencers (as a preview) and 3 consumer sessions.

One of the saddest event cancellations of the COVID-19 lockdown was undoubtedly the Anzac Day commemorations around Australia. Wanting to create a digital way for Australians to pay tribute to veterans and their families, online card retailer Cardly teamed up with Legacy Australia to distribute thank you cards to veterans and their families around the country and to raise much needed funds for the charity that would typically collected by volunteers.

A press release to announce the brand partnership was distributed to news and lifestyle outlets across Australia, gaining incredible traction, despite a very short lead time. The two week campaign resulted in interviews on Channel 10 News (national weekend broadcast), Sky News, and 2GB as well as coverage on major lifestyle titles such as GQ Australia, Man of Many and Marie Claire, to name but a few.

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Maven PR were instrumental in providing a wide range of media coverage for our joint partnership with Cardly. Thank you to Sophie for the exposure she was able to generate for this campaign, we are very grateful.