How we helped launch the biggest whisky experience in the world
Four years in the making, Johnnie Walker Princes Street is a new, eight-floor visitor experience for the world’s best-selling whisky in the heart of Edinburgh.
The challenge was to launch the new experience by taking customers on a personalised and immersive journey, showcasing the space through an exciting multi-channel campaign.
Insight & Strategy
The temptation was to make the campaign all about the experience itself, however, we wanted to convey an authentic experience, showing how people will feel when visiting the space. For this reason we chose to put the consumer at the heart of it, making the wonderful world of whisky revolve around them, instead of the other way around.
The Idea
We told the story through the organising thought of ‘The Journey of Flavour’. We approached this by not merely capturing the space itself, but by truly heightening people’s senses in a high energy, visceral journey through the most innovative whisky experience in the world.
We captured it all in dynamic ways, using provocative angles, and different points of view to showcase the whole space and create sensorial content. We shot numerous filmic treatments and over 1,200 stills for use in all social and digital channels, creating a bank of material that will last for years.
Results
The campaign was launched across multiple social channels including Facebook, Instagram, Twitter, LinkedIn, and more. During launch week the campaign garnered 8,000 new followers, 16,000 social engagements, and contributed significantly to their 9.5M reach.