Activation Case Study: Whisky Wanderer
Client: William Grant & Sons Australia Pty Ltd
Client Objective: To increase brand awareness, specifically for Christmas gifting
Venue Hire: First Fleet Park
Rationale for location: First Fleet Park provided integration with the Rocks Christmas Markets that run throughout the precinct in December.
The proximity to precinct tenants allowed for an integration with a local business for the bottle sales component of the activation.
The high foot traffic and view added to the success and experience of the activation as Glenfiddich offered whisky cocktails and neat drams in a garden setting, thus challenging perceptions of how whisky is traditionally consumed.
Overview: The Whisky Wanderer is a first-of-its-kind luxury whisky lounge on wheels. The 1972 Leyland Double Decker has been kitted out with a premium full-service bar, seated dining area, open air top deck & glinting copper stag on the front.
Glenfiddich’s personalised labels were available across the range and were created while you wait, or while patrons relaxed and enjoyed Glenfiddich’s food and drinks menu. There was no better way to complete one's Christmas shopping.
Also on offer were tickets to the top deck of the 1972 vintage Leyland bus to enjoy a whisky masterclass hosted by the Brand Ambassador. The experience took patrons on a trip through the Glenfiddich range created by the Maverick Distillers of Dufftown and discovering why this Whisky is the World’s most awarded single malt.
Outcomes: Despite COVID social distancing requirements in the licensed area, results were above benchmark. Overall, First Fleet Park provided high traffic and high engagement with Glenfiddich and The Whisky Wanderer.
Consumers sampled: 1,500+
Social Media reach: 80,000+
Instagram Handle: @gfwhiskywanderer