WINNER: Diageo “Hero” Award for Breakthrough Marketing Initiative
As the “jewel in the crown” of the Johnnie Walker Scotch whisky family, Diageo turned to IdeaZeit to create a suitably regal PR campaign, along with an ultra-premium look and feel. Named in honour of King George V of the United Kingdom, this rare blend celebrates the first Royal Warrant granted to John Walker & Sons Ltd by the king to supply Scotch whisky to the British Royal Household in 1934; a recognition of the superior quality and appeal of its whisky. So, since the brand was named in honor of a King we created a sense of extreme luxury with an integrated program we called “a touch of royalty.”
Spectacular new materials were designed and produced by us, including gold embossed stationery, press kit, invitations, consumer booklets, shopping bags and sales materials; all with the purpose of reinforcing the brand’s status as Diageo’s flagship spirit. IdeaZeit created an event template and brand toolkit for use in each country launching the brand and conducted brand ambassador training sessions. The program was launched by a truly royal media visit to Scotland which included private helicopter transfers, performance vehicle drives and accommodations in exclusive private castles resulting in feature coverage in targeted lifestyle media.
