Insight

A Johnnie Walker House is an exclusive embassy for Luxury Scotch Whisky. Each is built around the theme of ‘Whisky Conversations’ and designed to immerse you in the history, provenance and pioneering spirit of the Johnnie Walker brand. Part gallery, part lifestyle space and part museum, it brings together luxury whisky innovation with art, design, fine-dining and culture. Edelman was tasked with creating a grand opening that would engage and excite media and consumers and take the title to a broader audience.

Idea

To fully bring Johnnie Walker’s spirit to life, whilst showcasing that whisky is a true art form, we partnered with male influencers and bloggers Manners, MAN-MAN and B4MEN. Targeting traditional, online and social media, Edelman matched whisky connoisseurs, travelers, influencers and journalists. Exclusive interviews were made possible with Diageo Global Spokespeople.

Impact

The grand opening delivered over 8 million media impressions and over 50 publications. Alongside this, whisky expertise was highlighted in earned conversations.

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