Clients
Area of Expertise
Expertise Leaders
Senior Vice President, Lifestyle
Spain
Entre los expositores se encontraron destinos, empresas hoteleras - desde cadenas internacionales hasta propiedades boutique independientes - aerolíneas que conectan México con gateways en todo el mundo, empresas de transporte terrestre, DMCs, centros de convenciones y otras y organizaciones relacionadas con el turismo.
Como consultores especializados en Turismo, Newlink hizo la gestión de las relaciones con prensa internacional del Tianguis Turístico y su destino sede, Acapulco, a fin de maximizar la exposición del mensaje promocional de México en los mercados de interés, incluyendo Norteamérica, Europa, Asia y LATAM. Nuestro equipo tuvo a su cargo desde la planeación y selección de medios, logística, atención al grupo y coordinación de múltiples viajes de prensa post evento.
22M
Visibility
+1.4K
Impact in media and social networks
980K
Engagement in social networks #johnnieletras
+21%
Increase in sales within Madrid´s hospitality industry
+900K
PR value
Más de 45 medios cubrieron las 20 activaciones que durante 4 semanas se llevaron a cabo en el Barrio de las Letras de Madrid.
Objective
Bring the Scotch-whiskey premium brand closer to a younger public and change their perception of where, when and how to drink it.
With its new cocktails, Johnnie Walker highballs, at the center of the activation, the company presented consumers with a new way of discovering, exploring and enjoying the city’s best hotspots.
Reception
Globally Newlink developed dozens of activities that impacted millions of passers-by; and hundreds of attendees filled the events that took place in Madrid’s Barrio de Las Letras throughout November.
In addition, a PR plan was implemented, with brand ambassadors like actors, digital influencers and artists from various disciplines offering an agenda of plans open to consumers and reaching incredible numbers in both visibility and engagement (achieving 22 million and 1 million, respectively).
Barriers
The millennial public that Johnnie Walker wants to reach sees whiskey as a formal drink, meant for night hours, to be drunk straight or on the rocks.
Changing this idea and making them see whiskey as a drink to be enjoyed during the day and at “wine and beer moments” young people are used to.
Offer them an innovative collection of cocktails from the brand, made of different mixtures and served in a tall glass, the highballs.
Insight
By creating different, original activations that speak directly to the actors it wants to reach, a brand can get closer to them, even if they are not current consumers.
With this activation we invited intrepid millennials to explore the coolest places in Madrid's Barrio de Las Letras accompanied by the highball.
As a tribute to the district, we developed an agenda related to its literary heritage such as live music performances, micro poetry, rap, etc; as well as walking tours led by actors living in the neighborhood. These activities were promoted by an army of more than 50 digital influencers recruited for the events, and we also postered shop windows in Barrio de Las Letras with the works of the popular millennial Spanish poet Defreds.
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Transformation
Through Globally Newlink, the teams involved in this activation were united to work in a coordinated way towards a common goal. This was how we were able to achieve brilliant results; we even went on to win the Annual European Award that is granted by the brand company, Diageo, as well as a Bronze in Best Awards 2020 in Best Shopper Marketing category.
Working together with the company's media buying agency also allowed us to add an ambitious proposal for media partners and a paid media plan within the brand's social networks, as well as to display poetry in the windows of Barrio de Las Letras’ local stores.
In addition, together with the neighborhood’s leisure merchants association, we were able to identify the district’s hot spots and key dates, which helped us boost the activations and the scope of the project.
The Team
ACCOUNT TEAM
Cayetana Peláez
Senior Vice President Lifestyle
Beatriz Pavón
Senior. Manager Lifestyle
Vanessa Zerpa
Account Executive Lifestyle
Adela de Miguel
Account Coordinator Lifestyle
Juan Diego Troconis
Account Coordinator Lifestyle
EVENTS & CREATIVE TEAM
Leandro Gualdi
Senior Manager Events
Blanca Vázquez
Producer Events
Sofía López Ayuso
Creative Events Designer Creative
Patricia Sanjuán
Graphic Designer Creative & Branding
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