Published: 29/03/2014 16:00 - Updated: 28/03/2014 11:33

'Save the Dram' campaign award win

A SPIRIT of Speyside Festival-inspired campaign to legalise the dram as an official unit of measurement of whisky has picked up a major national award.Spirit of Speyside

The ‘Save Our Dram’ initiative – created by Aberdeen-based public relations agency Tricker PR for the festival – won a silver award in the Best PR Tactical category at the Travel Marketing Awards last week.

It had already collected honours at the Scottish Event Awards and Northern Star Business Awards, and won praise at numerous other industry awards events.

The ‘Save Our Dram’ campaign, backed by whisky lovers in Moray and worldwide, called on the National Measurement Office to reintroduce the dram as a legal measurement of whisky in Scotland. It generated widespread coverage on TV, radio, in newspapers and magazine, online and in social media, heightening the profile of last year’s festival.

Beverley Tricker, managing director of Tricker PR, said: “We were up against some stiff competition from international operators, so to come away with a silver award is an incredible achievement for the team.

“We are incredibly proud of the ‘Save Our Dram’ campaign, which brought the Spirit of Speyside Whisky Festival to the attention of the media across the UK and the world.”

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