Overview
To launch its newest and most innovative range of single malts, The Balvenie tasked Magrino with concepting a big idea that would not only garner press in the traditional beverage and whisky pages but tell an enhanced and deeper story of this meaningful new collection: The Balvenie Stories.
Our Solution
Magrino conceptualized and facilitated partnerships with The Lotte New York Palace and luxury travel company Celebrated Experiences to build The Balvenie Stories Suite and offer a once-in-a-lifetime whisky experience in New York City: a three-story penthouse that was an immersive experience for guests. The suite was available as a highly exclusive two-night package where whisky enthusiasts who booked it were treated to a guided tasting of the Stories range with The Balvenie Apprentice Malt Master Kelsey McKechnie alongside a multi-course dinner in the suite’s dining room, a chauffeured tour to some of the city’s best-known speakeasies specializing in Scotch, and a rare bottle of The Balvenie signed by Malt Master David C. Stewart.
Results
Magrino pitched the concept of the suite as an exclusive which ran on Departures.com to tell the travel package story, followed by coverage in Food & Wine, Elite Traveler, The Manual, Delish, and Yahoo! Travel, totaling over 75M impressions. Additionally, The Balvenie Stories Suite was shown during an exclusive media preview attended by over 100 industry VIPS, and an influencer activation for content capture resulting in 25+ pieces of usable brand content and 280k+ Instagram impressions.
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