Edinburgh Gin Distillery
Edinburgh Gin
- Media
- Creative
In 2024, Edinburgh Gin opened the doors to its long-anticipated brand home: The Edinburgh Gin Distillery at The Arches. More than a visitor centre, the distillery marked a defining moment for the brand — a physical space designed to bring its craft, character and heritage to life.
Launching a new destination during the busiest retail and tourism period of the year, with limited budgets and fierce competition for attention, demanded more than media amplification alone. The challenge was to create a campaign that could spark intrigue, build desire, and convert interest into booked tours — while laying the foundations for long-term brand value.
From the outset, media and creative were developed together, working as a single, integrated system to move audiences seamlessly from awareness to action.
The campaign had to deliver against multiple objectives, all at once.
We needed to raise awareness of Edinburgh Gin’s new brand home among experience-seeking audiences, harness early excitement to grow the email database, and drive direct-to-consumer ticket sales and gift vouchers during the peak Christmas gifting window.
At the same time, the distillery had to be positioned as a must-visit cultural experience — not simply a retail extension of the brand.
With budgets split across Brand, Brand Home and Direct-To-Customer streams, clarity and cohesion in planning were essential.
Every channel, message and creative execution had to work harder, together.
We developed a fully integrated media and creative strategy, balancing long-term brand building with short-term performance.
With the distillery still under construction and no photography available, we turned architectural renders into rich, cinematic creative using generative AI. These modular assets allowed us to test, learn and optimise in real time — evolving the campaign as performance data came in.
Meta formed the backbone of activity, delivering awareness, lead generation and conversion across a phased launch and gifting campaign. Performance activity was tightly targeted, sequenced and continuously optimised, while maintaining the same brand storytelling throughout.
To support digital activity in the real world, we deployed premium digital out-of-home placements near the distillery itself, reinforcing proximity and prompting action at the point of consideration.
The Impact
The results proved to us that brand-led thinking can drive real commercial outcomes:8.4M
Impressions delivered across digital and OOH
3.68
ROAS via digital
80%
audience reach (Scotland and London)