THE people and places of Jura take centre stage in a new advertising campaign for the island’s single malt.
The Say Hello to Jura campaign includes digital and poster ads as well as cinema and video on-demand advertising.
At the core of the campaign is a 90-second ad which features some of Jura’s 212 residents as well as its one road, one pub and one distillery. Whisky fans are invited to visit the “warm and welcoming” island.
The campaign is supported in the on-trade by a new serve, the Jura Sunset, which combines Jura 10 year old with Aperol, topped with premium tonic water. Point of sale materials featuring the serve are available to help licensees drive rate of sale.
“We know our audience are looking for brands with a real sense of purpose, and that when they hear our brand story they are captivated by the role Jura Distillery plays within its surroundings,” said Kirsteen Beeston, head of international malts brands at parent company Whyte & Mackay.
“Jura, as a tiny island community, produces a malt unlike any other because all 212 islanders have an emotional stake in the distillery and the whiskies produced there.”