PRAXIS PR Case Study




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.

This award-winning program garnered 218 pieces of influencer and media coverage, securing 43.6+ million Canadian impressions.

  • 104 editorial media placements
  • 22 million earned media impressions
  • Exclusive feature secured in National Post in print and online
  • A total of 70 pieces of influencer content were published
  • 3.3 million+ verified social media impressions

Two Icons – Reimagined – In One Unique Expression

“1964 represents a significant date in the modern history of the distillery. Not only a key moment in how we distilled our spirit, but perhaps even more significant as this very spirit went on to create Black Bowmore. These defining moments are fundamental to the history of Bowmore. This collaboration with Aston Martin has allowed us to once again showcase this iconic single malt in the most incredible way.” – David Turner, Distillery Manager at Bowmore

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