Don't mess with the original.
The Story Begins In The 1920’S In The Midst Of Prohibition. Charles Bishop, Aka “Old Man Bishop” Is Known For Creating The Original Long Island Iced Tea Recipe While Residing On Long Island In Kingsport, Tennessee. Packing Quite The “Punch”, The Original Recipe Includes Five Liquors And Maple Syrup. In The 1940’S, Old Man Bishop’s Son, Ransom Bishop Tweaked The Original Recipe By Adding Lemon, Lime And Cola.
Project summary
As a convention and visitor’s bureau Visit Kingsport is designed to market the city of Kingsport to the traveling public and provide area resources to tourists, event and meeting planners, and the media. Blessed with numerous tourist-attracting experiences, such as Bays Mountain and Warriors’ Path State Park, it has long excelled in providing visitors with memorable experiences.
Looking to attract even more visitors by focusing on the city’s rich history, Visit Kingsport asked The High Road Agency to delve deeper into the story of the origination of the Long Island Iced Tea, which was first created there in the 1920s during Prohibition. We then developed a campaign around the drink, which included national public relations promotions and contests, as well as a digital media push, multiple print pieces and videos, and the design of a new logo.
As Visit Kingsport’s Agency of Record, we were proud to be part of what evolved into what could only be described as an overwhelmingly successful campaign which resulted in coast-to-coast media coverage and more than $1.5 million in earned media value. Millions of people learned where the Long Island Iced Tea originated, giving visitors yet another reason to Visit Kingsport.
Earned Media Value
Ingredients
Competitions Across the US
Promotional Items
The recipe.
The World Owes “Old Man Bishop” And Kingsport’s Long Island A Big Thanks For Creating Such A Legendary Drink!
- 4 oz. Cola
- Squeeze 1/2 Lemon & 1/2 Lime
- 1 oz. Whiskey
- 1/2 oz. Maple Syrup
- 1/2 oz. Tequila
- 1/2 oz. Gin
- 1/2 oz. Rum
- 1 oz. Vodka
