Rare bottles, rich stories: Celebrating Sixty Years of Craft and Stewardship
High profile omni-channel activation celebrating The Balvenie 60, the distilleries oldest and rarest single cask whisky to date - showcasing the craft and stories behind 60 years of stewardship under David C. Stewart MBE, Malt Master.
Concept design
Activation
Content development
Engagements
Interaction design
Taking travellers on a captivating journey through six decades of Stewart's career, the activation features a series of rare historical bottles, one from each decade of Stewart’s career. Beautifully showcased atop each of the podiums, it offers customers are rare glimpse at the real history of this legendary distillery.
To enhance the experience, ambient sounds from the distillery and an audio podcast, narrated by The Balvenie brand ambassadors, accompany customers as they explore the brand's history. QR codes placed on podiums, linked to a microsite, provide additional information and further engage participants in the activation.
Creating anticipation and excitement amongst travellers, we worked directly with the duty free retailers in each airport location to identify and target selected VVIP clients, privately inviting them to participate in the exclusive silent auction for the The Balvenie Sixty.
By celebrating tradition whilst looking forward to the next 60 years of the distillery, we demonstrated the unique craftsmanship behind The Balvenie in an elevated and modern luxury way. Activated across multiple key airports, the brand saw a positive halo effect from each activation, resulting in increased sales across their single malts range.
