The campaign, which comprises press and online, has been created by Tullo Marshall Warren and will target 35+ whisky drinkers.
Some 200 selected applicants will get the chance to join the likes of Sir Ranulph Fiennes and Tom Avery on the first Talisker Trek, which is being run in association with The Woodland Trust in May 2006.
The partnership aims to raise funds to help plant approximately 250,000 trees across the UK over the next three years. Each of the selected participants will be asked to raise 拢500 of personal sponsorship money to support this target.
TMW has created a double-page and barn-door press execution to appear in publications including the Saturday Telegraph and the Financial Times.
The execution has been created to give the audience a challenge with the words: "The last lot to take it on were the Vikings. Now it's your turn."
It is the first time that the Telegraph has featured a split front cover and will feature for the first time on Saturday November 19.
DigitalTMW, TMW's new-media arm, has created a dedicated Talisker Trek flash giving visitors the opportunity to get a glimpse of the Skye landscape via an interactive map.
By logging on to the website, consumers can find out more about the trek, the Skye area and the whisky brand itself as well as the opportunity to apply for a place on the trek.
Marianne Hawkins, senior brand manager on premium Scotch at Diageo, said: "With this campaign we are targeting those who have a growing interest in whisky, but whose knowledge to date is somewhat limited and so they have yet to select their own single malt of preference.
TMW will also be involved in producing other supporting trek material to be used at tasting events and inside product packaging and as part of an online recruitment push in early 2006.
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