Irish whiskey Tullamore DEW launches busking campaign
William Grant owned Irish whiskey Tullamore DEW is looking to build awareness of the brand through a campaign involving street buskers.
Tullamore Dew
William Grant owned Irish whiskey Tullamore DEW is looking to build awareness of the brand through a campaign involving street buskers.
The blended whiskey has joined forces with The Busking Project, an organisation which supports buskers around the world, to launch the Busking Unbarred campaign, which will run in 400 bars across the UK.
Buskers will be the focus of Tullamore Dew's latest campaignFergus McKay is just one of the buskers that will be showcased as part of the campaign.
Consumers will get the chance to download a free track by one of 10 handpicked buskers with every purchase of the whiskey. The buskers are from across the UK and Ireland, and include Ray Scully from Dublin, Adam Kadabra from Glasgow and Charlotte Campbell from London.
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The brand is also planning a series of "guerilla-style experiential events" in bars in London, Leeds and Edinburgh, allowing buskers to break into song and surprise drinkers.
What's more, consumers buying Tullamore DEW in one of the participating bars will get a scratchcard with a unique code allowing them to redeem their free track. The busker whose track is downloaded the most will be rewarded with time in a recording studio.
In England, Wales and Northern Ireland, consumers can also claim a free Tullamore DEW trilby hat when they collect four scratchcards.
Ali Cloudsdale, brand manager for Tullamore DEW, said: "Buskers help bring our streets to life and Ireland has a strong tradition of busking, especially in Dublin. But increasing clampdowns from authorities around the world means it's harder for buskers to perform freely.
"It also takes real courage and an optimistic outlook to be a busker and this spirit of determination and defiance is a perfect match for the Irish True spirit at the heart of Tullamore DEW."
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