Telling “The Tennent’s Story”
When one of Scotland’s most-loved brands brief you to announce its new interactive visitor centre opening in Glasgow, you’d say the news story writes itself. And you’d be right.
But to us this was far more than an announcement. We saw the two and a half weeks leading up to launch as our chance to create multiple stories that would shine a light on the many ways that Tennent has shaped culture in Scotland and supported the economy for hundreds of years. We wanted to peak the nation’s interest and build its legend before anyone had even stepped foot through its doors.
And so, we came up with our three-point strategy to make as much noise as possible in such a short space of time:
1. It’s here
2. It’s epic
3. It’s open
To us Tennent’s weren’t just opening a Visitor Centre, they were opening the UK’s biggest beer attraction – so that’s what we called it. Shots of artefacts arriving in boxes accompanied our announcement and 169 pieces of coverage later, the centre was on the map.
Over the coming weeks we let media behind the scenes, with interviews and features highlighting different aspects of this new tourist attraction.
But one story that we came across deserved a bit more attention. The tale of Australian diver Jim Anderson who discovered a 150-year-old bottle of Tennent’s Stout off the coast of Melbourne was a hidden gem amongst the many artefacts. So what do you do when half of your story is in Australia? You fly him over to Glasgow.
A photoshoot, a press release and some interviews later, Jim had become part of Scottish legend. So much so that he was stopped in the street by people who recognised him from the media coverage (BBC News and Sky News were the pick of a very big coverage haul).
Which left us to tell people the centre was open and for that, we needed someone with a bit of Tennent’s fame to his name. Fresh from filming a new season of Line of Duty, super fan and Golden Can owner Martin Compston was first in line to be shown around the new attraction. Martin’s Scottish heritage and TV fame helped us land pictures of the launch in virtually every major national newspaper in the UK.
Three stories for the price of one, all in under three weeks. That’s how we Made it Famous.