The premium whisky from Whyte & Mackay is looking to place its self at the centre of UK digital detox adventures, by even suggesting the most hidden, picturesque sites the public can escape to.
The interactive map includes Scottish lochs, hidden caves in the Lake District, forests in Dorset and hikes in Cornwall. It coincides with the launch of the Shackleton Blended Malt Scotch Whisky in retail outlets. The campaign was delivered by Wire.
In addition to the hub, built by a development agency called Neu, 20 adventuring influencers are visiting the sites and embodying the brand values for their audiences. The whisky was founded to emulate the spirit of legendary explorer Sir Ernest Shackleton and is based on the original supplied to his 1907 British Arctic Exhibition.
There’s another dynamic to the campaign. Shackleton Whisky is attempting to protect Creeside Farm in the Galloway Forest Park, one of the UK’s most popular “offline” spaces, from the introduction of mobile phone network coverage in the future. They are lobbying authorities to prevent the introduction of 3G, 4G and 5G networks to the area, in a bid to preserve it as a permanent “offline” sanctuary.
Kenny Nicholson, head of modern spirits at Shackleton Whisky, said: “In an increasingly connected world, it is harder and harder for people to switch off. As a brand born adventurous, we want to encourage people to escape the everyday and go “off-grid”; whether that’s hiking a mountain or trekking in a forest.
“As the world gets more hectic, these places have become real offline sanctuaries for people. This initiative sets out to celebrate and protect them, helping consumers have proper adventures.”