Glen’s Platinum Vodka is investing over £1.5 million annually in an extensive new promotional campaign that will include premium outdoor advertising across the UK.
The campaign will feature on Forrest Media’s out of home estate which includes state-of-the-art digital screens in major UK cities such as Glasgow, Edinburgh, Manchester and Newcastle. It will also include national print and broadcast media.Glasgow-based Forrest Media operates around 80% of the premium large format digital roadside advertising sites in Scotland and the north of England. Research also suggests its digital screens are highly rated by 25-34 year olds, which is Glen’s Platinum’s target market.
A resounding 89% of respondents aged 25-34 indicated that they view advertisers who use the screens as modern and forward thinking, prompting extremely high levels of recall and positive response.Glen’s Platinum was launched in 2014 in response to growing demand globally for premium spirits. It is made in Scotland using premium grain and its distinctive two-tone blue bottle has won wide acclaim for its sleek design.
The new promotional campaign featuring the brand follows a successful trial in the Glasgow area and is the first nationwide campaign since Glen’s Platinum Vodka was introduced three years ago.
Colin Matthews, chief executive of Loch Lomond Group, owners of Glen’s Platinum Vodka, said: “We chose Forrest Media as our advertising partner because we were impressed by its innovative, high quality screens and the clear synergy between the demographics that engage with its digital displays and our target audiences. The new campaign represents a major investment for Glen’s Platinum Vodka and is crucial to our plans to grow sales. The original Glen’s Vodka is the biggest selling spirit in Scotland and the second biggest selling spirit in the UK*. With increased demand continuing for premium spirits, there is an opportunity to establish Glen’s Platinum as a market leader too.”
Marc Keenan, managing partner at Forrest Media, said: “We welcome the opportunity to work with Glen’s Platinum Vodka. We’re confident that the vibrant visuals delivered by our premium roadside screens and the prime sites on which they are located will help to raise the profile of the brand and assist the growth ambitions of the management team.”
