Inish Turk Beg, the multicategory lifestyle brand from the west coast of Ireland, has hired digital agency Underwired to develop its digital marketing and social media strategy. The appointment comes at a time of rapid expansion for the brand. In addition to its range of award winning bacon and smoked fish, Inish Turk Beg is launching a unique limited edition Irish whiskey “Maiden Voyage”, with the first of a series of music CD/Books, “The Brilliant Irish Flute,” soon to follow. The task also includes the worldwide promotion of the Inishturkbeg Island itself; the Clew Bay island offers luxury accommodation available for rental and has its own Stud Farm producing Connemara Ponies.
Inish Turk Beg’s Nadim Sadek commented, “We’re delighted to appoint Underwired on our account. As a multi-category brand operating in six different areas of activity, we need subversive, smart, innovative partners, and they offer us full digital support in growing our commercial activities. Our Food business has expanded since launch throughout the UK and Ireland, and is now making waves in the US; our Whiskey launched this week and is vigorously inviting people to join us in living life at a tilt and our Music initiative, The Brilliant Irish Flute, goes on sale shortly – all helped by a partner agency able to support consumer engagement, rather than simply acting as an on-line advertising agency.”
Jason Holland, Underwired’s creative director commented, “I’ve spent time on Inishturkbeg, and it’s a truly inspiring place to be – the scenery is stunning and the atmosphere is just perfectly relaxing. Being tasked with expressing the island through its branded gourmet products and especially with the limited edition whiskey currently being launched through Harvey Nichols, is a dream challenge for us.”
Underwired is a digital strategy and creative agency. Its clients include McCain Foods, Laithwaites Wine and NSPCC.
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