As an ex-public relations executive, I’m always looking into how PR companies these days are trying to tap into our blogosphere in a way that is productive not only for them, but for their intellectual audience as well. Whatever I’ve seen so far has not really been worth it, with the fake Walmart blog about an American couple traveling around the country and visiting every Walmart, taking the cake for blunder value.

However, today I came across brand Bombay Sapphire’s (gin) new blog initiative called “The Spirit of Exploration”, and was quite impressed with what I saw. They’ve managed to get a large group of good travel bloggers to blog about what to them is the meaning of “the spirit of exploration”, along with any other adventurous travel/living abroad stories.

The blog makes a good read precisely because it’s been written on by a wide collection of well-selected travel-bloggers, many of whose blogs are worth checking out. I wonder what inspired them to share such great stories on the blog of an alcohol brand; definitely a successful PR tactic, we’ll have to see how long they maintain it post launch phase.

In case you’re a blogger and would like to share your definition of “the spirit of exploration”, the blog is also running a contest on the same where you can win a trip to…urrr..I’m not sure where. Full details here.