Objective

To help facilitate and cover the “Whisky for Water” campaign in order to create a PR story and generate value. Team BROAR rowed 300 sea miles around the distilleries of the West Coast of Scotland, collecting whisky to raise money for charity partners, Feedback Madagascar.

Strategy

To facilitate coverage for BROAR’s Whisky for Water campaign with GRM’s The Highfield 540DL RIB, in-house photographers and social media teams.

Contact additional press, publishers and production teams interested in covering the story to gain further reach for team BROAR and their Whisky for Water campaign.

To carefully plan logistics for the trip including route, moorings, kit, media equipment, travel, accommodation and coordinate schedules between the athletes, media, charity partner and the GRM team effectively.

To construct a written release for the campaign to be used across various platforms and distributed to both local and national press & publications.

Outcome

GRM were there day and night with team BROAR on our support Highfield 540DL RIB, taking our marketing team, journalists and TV crew into remote and geographically challenging areas. GRM travelled with the boys in both warm and difficult ‘force seven’ weather to capture all every aspect of the story, capturing video footage and still imagery of the boys and sharing all on BROAR’s social media sites. By doing this, GRM were able to let followers and sponsors follow the story and increase awareness of the boys and their challenge.

GRM also produced a release which was distributed to press and media which was picked up by local papers, national press and various magazines publications. Through BROAR social activity, GRM also achieved an organic reach of over 14000 users with no paid advertising.