Clients
Area of Expertise
Expertise Leaders
Senior Vice President, Lifestyle
España
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
Publicaciones en medios y RRSS
980K
Engagement en RRSS #johnnieletras
+21%
Aumento de las ventas en hostelería en Madrid
+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.
OBJETIVO
Acercar la marca premium de whisky escocés a un público más joven y cambiar la percepción sobre dónde, cómo y cuándo se bebe este destilado.
Con sus nuevos serves, los highballs de Johnnie Walker en el centro de la activación, la firma presentó ante el consumidor una nueva forma de disfrutar, descubriendo y explorando los mejores hotspots de la ciudad.
Receptores
Globally Newlink desarrolló decenas de acciones que impactaron a millones de viandantes; y cientos de asistentes llenaron los eventos que durante el mes de noviembre se celebraron en el barrio de Las Letras de Madrid.
Además, se implementó un plan de PR y embajadores de la marca integrado por actores, digital influencers y artistas de diferentes disciplinas, que ofrecían una agenda de planes abiertos a consumidor final, alcanzando unas cifras increíbles de visibilidad y engagement (que llegaron a los 22 millones y 1 millón, respectivamente).
BARRERAS
El público millennial al que quiere acercarse Johnnie Walker percibe el whisky como una bebida seria, que se bebe en horario nocturno, sola o con hielo. Cambiar la percepción de que el whisky puede disfrutarse durante el día y durante en el “momento vino y cerveza” al que está acostumbrado los jóvenes. Ofrecerles una colección innovadora de serves de la marca, elaborados con mezclas diferentes y servidos en vaso largo, el highball.
Insight
Cuando se crean activaciones diferentes y originales, se puede acercar la marca a su público objetivo, aunque este, en principio, no sea consumidor.
Con esta activación invitamos a millennials intrépidos a explorar los lugares más cool del barrio de las Letras de Madrid, acompañados del highball.
Como homenaje al barrio, desarrollamos una agenda de planes en torno a la palabra como actuaciones de música en vivo, micro poesía, rap, etc; y walking tours liderados por actores vecinos del barrio. Acciones promovidas por un army de x50 influencers digitales creado ad hoc para la acción, e inundamos de poesía del poeta @defreds los escaparates del barrio de las letras.
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Transformación
Desde Globally Newlink aunamos a los equipos involucrados en esta activación para trabajar de forma conectada en pro de un objetivo en común. De esta forma pudimos obtener resultados brillantes; incluso llegar a ganar el premio anual europeo que otorga la compañía de la marca, Diageo, y un bronce en los Best Award 2020 en la categoría Best Shopper Marketing.
Trabajar asimismo en conjunto con la agencia de compra de medios de la compañía nos permitió añadir una ambiciosa propuesta de media partners y un plan de paid media en las redes sociales de la marca, así como inundar de escaparates con poesías los comercios locales del barrio de Las Letras.
Además, junto con la asociación de comerciantes de ocio del barrio, pudimos localizar los puntos calientes y fechas clave de la zona, lo que nos ayudó a maximizar las activaciones y el alcance del proyecto.
Equipo
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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V1.0, September 2021