North Hop

North Hop is the first large-scale craft beer festival in the Highlands. The event showcases Scotland’s craft breweries, gin and cocktail makers, food producers and homegrown musicians. 2014 was the festival’s first year so it was important to promote it as a fresh new event to the Scottish market.

Objectives

  • To create and raise the profile of North Hop in the Highlands and Islands and further afield 
  • To generate ticket sales and ensure they sell out
  • To raise awareness of the North Hop brand and the Scottish produce it exhibits

Delivered

We provide continual press coverage pre and post festival across Scotland. We secured a TV appearance on STV News at Six regarding the announcement of a one-off beer created specially for the festival and North Hop was also featured on BBC Alba.  

We have secured radio coverage on a number of local and national stations. BBC Scotland helped increase awareness of the official announcement, MFR interviewed event organiser Michelle Russell a number of times. Original 106 FM featured Aberdeen and Aberdeenshire businesses attending the festival and Monster FM attended the festival and featured news bites and music acts on air.

The festival was also featured in a number of publications including; The Scotsman, The Herald, Business Now, Trend, Aurora Magazine, The Press and Journal, Scotland Food and Drink, Savourmagazine, Scottish Licensed Trade News as well as many local newspapers.  A number of food, drink and music features were produced surrounding the event. Frasermedia assisted in organising and distributing press packs for journalists and distributed marketing materials to the around the Aberdeen area and promoted the festival on social media. 

Results

More than 800 people attended the North Hop, which is returning for a second year in 2015 and also expanding into Aberdeen city. Exhibitors had asked to return before the announcement of the 2015 dates and positive feedback was received from all those who were involved and attended.

North Hop was created to raise the awareness and love of craft beer and all the great things that go with it.

"From first meeting, to planning, to now running the second campaign, the team at Frasermedia have been fantastic to work with on the PR for North Hop. It's so refreshing to work with a team with so much energy, enthusiasm and great ideas. When we first started working together both North Hop and Frasermedia were 'newbies' on the Inverness scene so the pairing was perfect, and I am delighted to say that both are now well established in the area. The team at Frasermedia like to go above and beyond the call of duty and are always keen to get 'hands on' with projects."

Michelle Russell

Festival Organiser
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