Callington Mill is one of the newest, yet highly acclaimed Single Malt Whisky distiller in the historic town of Oatlands, Tasmania. Their site in the heritage village is becoming an internationally acclaimed whisky destination, yet amongst the broader community of whisky lovers, Callington Mill remains a whisky for those ‘in the know’.
To assist with broadening the audience for Callington Mill, we worked with its founder, John Ibrahim, and the distillery team to host a media famil for a small selection of key drinks, travel, and lifestyle journalists with the aim of generating broad reaching coverage for their suite of exceptional whiskies and their hospitality destinations in Hobart and Oatlands.
The Campaign
Blend PR was responsible with the top to bottom execution of the famil, from coordinating the guestlist, managing travel arrangements, sourcing and supplying branded merchandise and hosting media in both Hobart and Oatlands to ensure a highly engaging brand delivery for all guests. The famil itinerary included:
- Callington Mill welcome gift inside each hotel room upon arrival.
- A hosted dinner on night 1 at the Callington Mill MACq 01 waterfront venue in Hobart with a guided whisky tasting and three course dinner.
- Transport to Oatlands for a guided tour of the state-of-the-art distillery, lunch and the Serendipity blending experience.
The Results
Having only executed this campaign in the last few months, the coverage has been in-depth and broad, covering key brand aspects like tourism, whisky and profiling:
- TimeOut Australia has covered Callington Mill extensively, including a feature on the distillery destination, a feature on Oatlands, and numerous mentions of Callington Mill as one of the top destinations to explore in Tasmania.
- A feature on the Halliday Wine Companion website for Callington Mill’s Serendipity Blending Experience.
- An in-depth feature on the experience at Callington Mill, noting its recent acclaim as Australia’s Best Whisky.
