For the launch of Glenmorangie Pride 1981, the company’s ultimate whisky expression to date (a limed edition of 1000 pieces that launched in July 2011), Provenance worked intimately with the company’s global marketing team to develop the story behind the product and a number of items of collateral.
The event invitation and press kit were conceived to mirror the whisky’s stunning wood and crystal packaging. For the press launch, Provenance designed an interactive digital press kit that contained product press releases as well as editorial features focusing on different aspects of the product. All copy was written and/or edited by the agency. The press kit was then uploaded onto a bespoke wooden USB key designed and produced by Provenance.
Provenance also wrote the copy for the product brochure and was an integral part of the communications effort to launch the product, assisting with the concept behind the launch event and securing key press coverage.