Melbourne Whisky Week 2021

Stamping Ground was engaged to devise and execute the PR campaign for the inaugural Melbourne Whisky Week festival.

Our mission was to drive awareness and interest for the festival showcasing both premium whisky and spirits.

We developed a publicity campaign to maximise the festival exposure, with a focus on raising public awareness, driving ticket sales, and promoting the involvement of whisky and spirits brands as well as key sponsors.

A number of media releases were created and distributed in the lead-up to the event. We pre-pitched to major metro and local publications, TV news and radio programs, offering a variety of storylines: from the expansive festival program to the rise of Australian whisky sales, local industry success stories, new tastes in spirits, cocktails to enjoy at home, and the self-drive Mornington Peninsula tasting tour.

We also proactively engaged with influencers who had a connection to the food and drink industry and well-known Melbourne personalities who enjoy whisky and spirits, to create bespoke events in the lead-up to the festival. This generated talk and awareness across media and social channels. Stamping Ground also created content from these events for the MWW’s own social channels.

Additionally, we curated guest lists and extended invitations to media and influencers to selected events during the festival.

In the lead-up to the festival, we scored more than 130 media mentions that reached a cumulative total audience estimated at 5.4 million people. Publicity highlights included a feature piece on the 9News 6.00pm Melbourne bulletin which ran in other markets as well; a segment on Nine’s Postcards travel program; coverage on the #1 rating 3AW Breakfast program; and a cover story in the Sunday Age M Magazine.

The festival has since been rescheduled due to the Melbourne lockdown. Stamping Ground has continued to update the media on the new dates and will drive the PR campaign when the festival moves forward.