CPRS SILVER ACE AWARD: MARKETING COMMUNICATIONS CAMPAIGN OF THE YEAR
Bowmore Single Malt Scotch, a premium Scotch brand, and Aston Martin Lagonda, the iconic luxury carmaker, announced their corporate global partnership with the release of a co-branded Scotch expression: Black Bowmore DB5 1964, named after the Aston Martin DB5 car model that was driven and made famous by James Bond. The Black Bowmore DB5 1964 bottle itself is made of a genuine DB5 piston, making this product highly rare and valuable. Only two bottles were made available for purchase in Canada, priced at $85,000 each.
To light up the digital space, PRAXIS secured four premium lifestyle influencers and executed photoshoots in Toronto and Vancouver, capturing creative of the influencers, the Bowmore DB5 bottle, and an Aston Martin DBS Superleggera, which were then posted and promoted via each influencer’s social media channel.
To drive awareness via media channels, PRAXIS executed a robust national media relations campaign including a press release, media pitches and interview opportunities with Bowmore Brand Ambassador James Neil. Additionally, PRAXIS secured a three-page advertorial and full-page ad in Sharp Magazine, as well as a full-page ad in the Financial Post, complemented with big box ads across the PostMedia digital network.
For added exposure, an incremental media-buy program was executed in partnership with Bell Media, leveraging the Etalk and BNN properties. This campaign consisted of broadcast segments, social media promotion, website reskinning, newsletter sponsorships and big box ads.
