Looking to bring their brand identity to life with media and drive home its ‘Chase Your Horizon’ mentality, HIRSCH partnered with Magrino and tasked them to create a press trip like experience for both media and influencers that bought the HIRSCH DNA to the forefront and highlighted its liquid attributes in an aspirational environment.
Magrino conceptualized and facilitated an overnight event with the glamping company Collective Retreats at their NYC venue on Governor’s Island to create a HIRSCH “mock’ Press Trip, offering a once-in-a-lifetime whiskey experience under the NYC skyline. Including a private glamping tent or airstream for each guest to stay in; each part of the trip was an immersive touch point for guests; a foraging mixology cocktail class, a Chefs pairing dinner with a new expression and rare aged spirit tasting by the fire. Guests were immersed in the HIRSCH brand footprint and all its aspirational pursuits. Magrino also bought on a photographer to capture this experience as well as all the bottles tasted in order to develop fresh new content for the brand, that otherwise would not have taken place.
Magrino secured A-List journalists and key trade influencers to attend the event from top outlets such as AFAR Magazine, Forbes, Food & Wine, and Bloomberg to @BreakingBourbon, @BeautifulBooze, resulting in coverage on the event and the expressions . In addition, utilizing the images taken from the event, Magrino strategically put those at the forefront to announce the new expression launch following the event, which resulted in national and regional coverage from Yahoo!, Serendipity Magazine, Outside Magazine, Women’s Day, D Magazine, and the NY Post to name a few.