hendrick's - 12 nights before christmas pop up bar

15/05/07

HENDRICK’S UNUSUAL 12 NIGHTS BEFORE CHRISTMAS12th December 2014- January 5th 2015

Objective of Activity

Inspire influential people in Dublin to talk about Hendricks Gin and how unusual & cool it is. To drive consumer awareness by building the brands equity, cool credentials and word of mouth by being unusual, quirky and self-ironic. The goal is to get more people to discover Hendricks while still earning the love of existing fans. Consumers want it to feel like a discovery so they can tell their friends.

Budget / Timing

• On Trade: 12 Nights before Christmas Pop Up Bar within Meet and Meat

• Due to the success of the Pop Up , the event was extended until the 5th of January 2015

KPIs

- Key influencers attending/embracing the unusual world of Hendricks.

-Engaging with influencers such as key bar owners and staff and developing a long term relationship.

- Inspiring patrons to engage with the Hendrick’s Social Media Platforms

-Create theatre & talkability!-Strengthen Relationships with On Trade Partners

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Mechanics

On Trade:•A most peculiar affair where Hendrick’s Gin celebrates an unusual interpretation of the’12 Nights of Christmas’ •The windows are dressed with a Hendrick’s inspired ‘12 Days of Christmas’ theme to evoke curiosity and engagement with passers by and patrons.•The interior of the venue, the entertainment and the food and drink specials are also reflective of the ‘12 Days of Christmas’ to further engage with curious patrons.•Form an experiential escape within the Pop Up that absorbs target consumers into the world of Hendricks, in a way that gets them to share their experience and help others discover the brand.

HENDRICK’S 12 NIGHTS BEFORE CHRISTMAS POP UP


• Media Coverage:

• http://www.image.ie/Events/The-Diary/Hendricks-Gin-Hosts-12-Nights-of-Christmas/#!img=15

• http://www.herald.ie/news/hhh-the-curious-folks-at-hendricks-gin-are-taking-over-meet-meat-on-south-william-street-for-a-unique-12-nights-of-christmas-pop-up-there-will-be-everything-from-the-classic-gin-and-tonic-to-some-hot-gin-punch-the-event-begins-today-and-runs-all-the-way-up-until-christmas-eve-this-journey-into-the-weird-and-wonderful-affairs-of-hendricks-gin-is-one-that-has-to-been-seen-to-be-believed-30825034.html

• http://frenchfoodieindublin.blogspot.ie/2014/12/hendricks-gin-pop-up-at-meet-meat.html

http://www.image.ie/Events/The-Diary/Hendricks-Gin-Hosts-12-Nights-of-Christmas/#!img=15

http://www.image.ie/Events/The-Diary/Hendricks-Gin-Hosts-12-Nights-of-Christmas/#!img=15

http://www.herald.ie/news/hhh-the-curious-folks-at-hendricks-gin-are-taking-over-meet-meat-on-south-william-street-for-a-unique-12-nights-of-christmas-pop-up-there-will-be-everything-from-the-classic-gin-and-tonic-to-some-hot-gin-punch-the-event-begins-today-and-runs-all-the-way-up-until-christmas-eve-this-journey-into-the-weird-and-wonderful-affairs-of-hendricks-gin-is-one-that-has-to-been-seen-to-be-believed-30825034.html

JENNY ANNE CORKERYRICHMOND MARKETING

Many Thanks

hendrick's - 12 nights before christmas pop up bar

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