The Challenge

A Johnnie Walker House is an exclusive embassy for Luxury Scotch Whisky located in several places around the world. 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.

The execution

For the opening of the flagship store at Schiphol Airport in the Netherlands, the team of Johnnie Walker asked the help of Edelman Amsterdam. To fully bring Johnnie Walker’s spirit to life, whilst showcasing that whisky is a true art form, we decided to partner with male influencers and bloggers Manners, MAN-MAN and B4MEN. Wwe targeted traditional, online and social media and matched whisky connoisseurs, travelers, influencers and journalists together at the event. Exclusive interviews were made possible with Diageo Global Spokespeople.

The result

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