The brand’s PR agency The Big Partnership, alongside agency Material, will work together on the events as part of a new campaign focussing on four explorers – Sir Ranulph Fiennes, Ben Fogle, Olly Hicks and Kenton Cool.
Two signature ‘In conversation with’ events will see The Black Grouse brand ambassadors talk about the highs and lows of their expeditions and what motivates them to push themselves further than anyone else. They will also discuss the personality traits that define an adventurer in today’s world, and the audience will have the opportunity to interact with them and ask their own questions.
The first event will take place at the Natural History Museum in London on Tuesday 8 July, followed by a second at The Hub in Edinburgh on 9 September.
Johna Penman, marketing controller at Maxxium UK, which distributes The Black Grouse, said: "This is an exciting opportunity to bring the distinctive character behind our brand to life. Through a series of unique events, consumers can connect with the brand’s shared sense of adventure, which mirrors the attributes of these four iconic explorers."
Following the ‘In conversation with’ events series and sampling offering, on-trade will have an exclusive opportunity to have all four explorers visit their bar or venue to meet with their customers. They will host a discussion of their vast experiences of expeditions and interact with members of the public in the more informal environment of a random UK venue.
The trade activity will take place in early 2015, with entry details to be released later this year.
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