YOURgb designed and delivered a bartender engagement programme for Highland Park that spanned four key regions across the UK.
Drawing on key brand attributes, YOURgb created a three-stage campaign concept called ‘A Tribe in the Wild’. By entering an Instagram competition showing their perfect Highland Park serve, bartenders were then selected to attend a ‘Highland Park Training Day’ to qualify as a BIIAB approved Whisky Ambassador. 76 bartenders qualified and will be able to use that accreditation courtesy of Highland Park for the rest of their careers. YOURgb were responsible for venue sourcing and dressing, event scheduling, all guest communications and photographer/videographer briefing.
The two top scoring bartenders from each region were selected for a two day Whisky & Survival Experience in Orkney, the home of Highland Park. This brought the regional Tribes together for the ultimate challenge!
YOURgb’s event responsibilities
Sarah McKerely, Customer Marketing Manager
Highland Park Bar : Design & Creation
Anne MacPherson, Customer Activation Manager, E-BS
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Ms Cullen, Producer, Netflix
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