Johnnie Walker’s Blue Label: Symphony in Blue Event
Our experts are a multi-talented team. Not only do they provide outstanding incentive trips to unique and specific briefs, they deliver on spectacular events for a range of clients and brands. We scooped yet another nomination and high commendation award for Retail & Consumer Goods Event of the Year. Here’s what we did to create Johnnie Walker’s Blue Label Symphony in Blue Event:
A multi-sensory, multi-market and multi-agency event, Symphony in Blue was a once in a lifetime spectacular celebrating JOHNNIE WALKER BLUE LABEL through immersive theatre and bespoke luxury itineraries around London. Inspired by the symphony of flavours that can be found in BLUE LABEL™ the event transported 600 guests on a journey to the centre of a glass of Johnnie Walker’s rarest blended whisky.
Through the Symphony in Blue event, our client wanted to challenge today’s progressive thinkers to touch, think and talk differently about whisky. The centrepiece of the event was The Spectacular, a surprise experience that was as unique and multi-faceted as the whisky it was celebrating. Working in collaboration with Done+Dusted, the immensely talented team behind London’s 2012 Olympic Opening Ceremony, JOHNNIE WALKER BLUE LABEL became a hot topic of conversation, with 150 pieces of international press coverage creating over £8million worth of PR value and counting.
Guests were also among the first to try the latest launch from the John Walker & Sons Private Collection 2015: a limited edition Blue Label Reserve premium whisky blend, as well as experiencing the highlights of England’s capital through a series of bespoke luxury itineraries. The programme showcased our ability to deliver brand engagement experiences, concierge service for VIP guests and serious logistical prowess for one incredible week in London and produced a model that is now rolling out worldwide.
“ The ambitious objectives of Symphony in Blue meant we needed to engage partners who excel in their field and could help deliver an outstanding brand experience as well as provide robust operational delivery for our very discerning global audience. The Black Tomato Agency helped shape the processes we needed to ensure markets were engaged, enthused and the delivery was concierge throughout. They stayed true to the brief by delivering a brand experience from the moment invitations were sent, arrival in London and post experience also. Beyond the programme execution the creative application in the guest journey from the team was outstanding and played a huge part in the success of Symphony in Blue. A faultless hospitality experience could not have happened without the experience, knowledge and hard work of Black Tomato. ”