Inspiring a journey of whisky discovery
The Brief
People don’t buy goods and services; they buy experiences and magic. And Johnnie Walker Princes Street’s Journey of Flavour Experience provided both in spades. The next-generation visitor attraction reinvented the idea of a ‘whisky tour’, via a personalised, flavour-based experience. Our challenge was to eliminate confusion around the nature of the experience - was it a bar? An event space? A shop? - and make it clear that the Journey of Flavour was for everyone - not just whisky fans.
The Work
We leveraged real experiences from visitors, influencers, and media to inspire others to visit. Our big idea was rooted in the Journey of Flavour’s well-balanced mix of sights, sounds, smells, and stories: “The Perfect Blend”, and we activated this across a broad-based creative advertising campaign, a PR strategy that leveraged cultural connections, influencer activity and a clever piggybacking approach to earned media.
