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Royal Salute launches 'Enter a New Kingdom' campaign

Scotch whisky brand Royal Salute has unveiled its first major above the line campaign since 2019, titled ‘Enter a New Kingdom.’ The campaign is aiming to target a new generation through a multi-channel campaign which will showcase the brand’s heritage and history.

The campaign has been created by creative agency Leagas Delaney, which features a 60-second film said to take audiences on a journey of enrichment. 

The film features a voice over from The Crown and Game of Thrones actor Tobias Menzies and explores three different dimensions: wonder; knowledge; future travel. 

The iconic gold lion from the Royal Salute logo leads the film on an adventure through the different kingdoms. 

Royal Salute’s global marketing director, Mathieu Deslandes, commented: “This campaign succinctly marries our heritage with our new direction, recapturing our aspirational status whilst presenting an inspirational lifestyle to a new generation of luxury consumers. We will continue to push the boundaries of what is possible and explore key passion points of our consumers.”  

Additional edits, along with a print and social media campaign, are set to accompany the short film during its premiere across media in China and the Taiwan region from December 2022, before launching worldwide in 2023.

The full 60-second video can be viewed here.

20 December 2022 - Bradley Weir