Johnnie Walker: Symphony in Blue

The Objective

Working alongside leading event teams at Bompas & Parr and Done + Dusted, we were tasked with creating a flawless ancillary experience around the central event, Symphony in Blue.

The Insight

Symphony in Blue was a one-off Johnnie Walker Blue Label event hosted in London. The concept was centred on a ‘Spectacular’ multi-sensory, immersive event that transported Johnnie Walker’s top global clients to the centre of a glass of Blue Label.

The Advice

Our team were responsible for all guest communications and visual branding, from the first contact with guests. This included the design and build of two websites, in addition to e-comms to garner registrations and the creation of all branded collateral – from the beautiful Aspinal welcome packs, right through to dressing the tables for meals outside of the main event.

Our art team designed the Symphony in Blue registration website, which was then populated and tracked by our account management team. To drive traffic, we created a series of informative and engaging e-comms that could be translated across different regions. A welcome pack was also delivered to each guest on arrival to their hotel room. Additional branding that we undertook for this project included water bottles, ribbon, bags, menus, hotel key cardholders and the dressing of restaurants where guests ate when they were not attending the show.

The Lasting Impression

The welcome pack delivered to guests was an impressive leave behind, standing out in the minds of attendees. Inside the pack was a carefully curated collection of luxury goods that seamlessly fitted with the over-arching creative direction of the Symphony in Blue event, using a palette of navy and gold. These included a bespoke mini guide to London written and designed by our team, JW embossed leather travel goods and a metal business card with Johnnie Walker contact details. 