Johnnie Walker Princess Street
Brand Activation | Johnny Walker Princes Street, Edinburgh, Scotland, UK
Brief: Johnnie Walker Princes Street became an official sponsor of the Edinburgh Fringe. To amplify their reach they wanted to activate their recently opened Brand Home event space in Edinburgh’s City Centre, to showcase this partnership whilst increasing footfall and awareness of their Journey of Flavour Tour experience, restaurant/bar and retail.
Response: We devised, programmed and provided event management for a 15-day Fringe event called Pick of the Fringe. The ticketed variety show saw over 50 international Fringe acts perform with over 2000 visitors attending. All acts were invited to take the Journey of Flavour Tour and share their visit/performance via their own social media platforms. Our green room included a step and repeat, branded elements and of course the product for performers to enjoy. Audience members were offered discounts to the tour and retail.
