TALISKER
WHISKY

ATLANTIC CHALLENGE

CONTENT PRODUCTION

CONTENT DISTRIBUTION

DIGITAL ECOM ACTIVATIONS

BRIEF

The Talisker Whisky Atlantic Challenge is the premier event in ocean rowing - an annual race which sees up to 40 teams from around the world crossing the treacherous waters of the Atlantic from the Canary Islands to Antigua. 

 

Precious has been working for Talisker since 2013 acting as the agency overseeing the brand’s involvement in the Race and its exposure across content, media, and experiential events. Originally activated through a content partnership with National Geographic, the Race now draws on the experience of multiple agencies with Precious acting as the lead sponsorship custodian for Talisker.

CONTENT STRATEGY

  • With the Race having minimal initial visibility, we set out to deliver broad global coverage across all of National Geographic’s television and digital outlets
     

  • Three feature-length documentaries secured an aggregate 120 million television viewers, winning multiple awards with associated broad film festival distribution.
     

  • Working with specialist PR agency Story PR, we also  developed a content strategy anchored around spectacular imagery and short-form videos to deliver thrilling and intimate coverage of the Race every year to more than 100+ news outlets around the world.
     

  • Additional in-depth coverage focused on the adventure and outdoor lifestyle communities resulted in strong brand visibility for Talisker against its primary target audience.

EXECUTION

  • We went up close and personal with a few of the teams to shine a light on the stories of these ‘wild spirits’ from everyday backgrounds.
     

  • We utilised Talisker social channels and the whisky industry’s digital outlets to recruit similar whisky-interested consumers.
     

  • We focused on supplying major broadcasters (ITV News, BBC, Sky News, CNN) with high-quality VNR packages to generate global news coverage with high Talisker brand exposure.
     

  • We procured more than 700 physical branding items for each Race to maximise Talisker visibility across all content and platforms. 

KEY NUMBERS

121+ million

Audience impressions generated from coverage

52.6+ million

People reached Worldwide

248+

Hours of TV Coverage

4.2k

Total Digital News Placements

(Annually for each Race)