The home of Bombay – creating a destination
Bombay Sapphire Distillery
The Bombay Sapphire Distillery, a former paper mill on the banks of the River Test in Laverstoke, Hampshire, officially opened for business in 2014. Today, every drop of the famous gin in the distinctive blue bottle is distilled at Laverstoke. The distillery is also a visitor centre and event location, as well as the official ‘brand home’.
In early 2013, we were engaged by Bombay Sapphire to help build a brand for the distillery, deliver an ongoing engagement strategy and put it on the map as a destination.
The first measure
From the outset, we acknowledged that we were working with a world renowned brand, so recognition was never the challenge. Our objective was to raise awareness and promote the multiple features and benefits of the new distillery through a multi-channel audience engagement plan.
Our launch strategy consisted of a new online brand home, fully integrated with a booking engine. To guarantee traffic and an ability to showcase the story, features and benefits of the distillery, tickets for experiences can only be booked through the website. A public and business sector audience-led off-line tactical awareness plan included regional press advertorials and advertising, leaflets, group tour and corporate event promotion, as well as EDM engagement. We also supported the internal team with on-site digital brand interactions and experiences.
Our creative strategy was to hero the Heatherwick glasshouses, the beauty and heritage of the site, as well as promote the cocktails devised and produced daily at the distillery.
Target visitor numbers for year one were 50,000. By summer 2015, 68,000 people had purchased and enjoyed an experience, excluding additional bar and event footfall, a clear 18,000 up on target.
Adding the garnish
Committed to continually embedding and developing the brand, as well as increasing footfall for year two and beyond, we have continued to work with the distillery to engage, surprise and delight customers.
Working in partnership with brand, the distillery engagement strategy continually evolves. Throughout 2015/16 we strived to raise greater awareness with the local catchment. Tactical pieces included multiple video shoots, both to showcase the beauty of the distillery, the gin ‘journey’ from botanical to bottle to bar, the people that make the distillery ‘tick’ and the highlights of the tour experiences.
We continue to produce how-to cocktail videos and cocktail cards to align with the drinks strategy. Each showcasing the drinks of the season and how to make them at home.
Other tactical pieces include seasonal bar menus, event and VIP corporate brochures, local door drops, press advertising and continued website development to improve the user experience, maximise distillery bookings and raise awareness of the seasonal cocktails.
What would 36% more visitors than target do for your business?
We made it happen for Bombay Sapphire Distillery. Talk to us about how we can make it happen for you.
Cheers – again and again and again.
We continue to help the Bombay Sapphire Distillery ‘mean more’.
Visitor numbers for 2015/16 surpassed target again, achieving 80,000 in year two. The Distillery won gold at the VisitEngland awards for Small Visitor Attraction of the Year and best small visitor attraction at the Beautiful South Awards in December 2015. Web traffic and dwell time has increased year on year. 190,000 cocktails cards have been taken from the gin shop since they were first introduced in 2015. Our videos have been watched a total of 171,360 times on Youtube and Facebook.
This year our strategy is to target the London millennials.
Watch out London gin lovers. We’re coming… to invite you to our party.
View the Bombay Sapphire Distillery website here
Over 190,000 cocktail cards taken from the gin shop to date
at the VisitEngland awards 2015
Best small visitor attraction at the Beautiful South Awards in December 2015
By the summer of year one over 70,000 people had visited, a clear 20,000 up on target