Crown Royal Whisky, Diageo

Content Strategy




Challenged with increasing revenue streams, Diageo was looking to open a number of brand distilleries in the US and Canada to provide a new luxury, travel experience. Studio Black Tomato was approached to help build awareness of this new ‘product’, specifically for Crown Royal Whisky in Canada. Utilising our unique travel knowledge and curation expertise to promote distillery visits and tastings as part of a wider itinerary, we delivered a PR-worthy video series.

Due to the success of an earlier Diageo partnership featuring Black Tomato co-founder Tom Marchant, we decided to continue the momentum with a series of videos that followed Tom on a Crown Royal-inspired journey across Canada. The journey was loosely based on the route the British Royal’s themselves followed on their 1939 Canadian Tour when they received the very first bottle of Crown Royal created just for them. With this historic ‘Royal’ story perfectly complimenting the fact that 2017 marked Canada’s 150th birthday, we felt this gave us the perfect hook for global audiences to engage with the campaign.


We paired this with a new bookable Black Tomato itinerary that offered viewers the chance to experience the trip first-hand, downloadable travel guides and a rich platform of social and editorial content covering a variety of different mediums. This allowed the campaign to transcend beyond just video content and truly pique the interests of dedicated whisky drinkers and curious millennials alike. Once live, we promoted the campaign in a dedicated newsletter to our Black Tomato database to announce the partnership, videos and new itinerary; this resulted in immediate enquiries and fantastic PR coverage.