Brand Goal 

To reinforce the positioning of the Johnnie Walker deluxe range as the choice of drink for those who have achieved game changing achievements in their lives and generate on-brand PR coverage in Western Europe.

The Idea 

As part of an ongoing repositioning campaign, Brand Revolution were tasked with creating on-brand, event based integrations with Hollywood A-Listers on board the John Walker and Sons Voyager yacht during the 2013 Cannes film festival. The events needed to range from large-scale parties to intimate mentoring sessions that engaged game changers into the Johnnie Walker a world of quality craftsmanship, heritage and modern innovation.

What We Did

Brand Revolution worked in collaboration with talent, film and music partners, designing and creating a range of events from intimate gatherings to larger occasions, crafting experiences that achieved the desired goals of the partners and the goals of the Client. The events created ranged from exclusive A-List dinners to large scale magazine parties to movie premiere after parties and announcements.

PR wise, Brand Revolution invited and hosted press from six territories, liaised with talent, organized interview slots, and created a toolkit of PR assets of Pre-event Media Alerts, Post-event Press Releases and arranging and selecting imagery from each event which was then sent out, on the night of the event, to all local market agencies and top titled press in each region. Again we worked closely with the Talent and Client to ensure that the press mixed in a way that made the Talent comfortable – given it was such an intimate environment - but still delivered the press assets and interaction with the press that the client needed.