Symphony in Blue

Johnnie Walker

Project Details

Client: Johnnie Walker


Symphony in Blue was a one-off Johnnie Walker Blue Label event hosted in London in September 2014. The aim was to create an immersive experience for Johnnie Walker's most influential global clients; a multi-sensory journey that took them to the centre of a glass of Blue Label. To achieve this, Diageo worked with Black Tomato, Bompas & Parr and Done + Dusted.

What we did.

We were responsible for flying guests in from all over the globe and managing their full itinerary while in London, from transfers, to hotels, to sight-seeing, to welcome gifts. This was no mean feat when you see the stats below…

Our dedicated team were responsible for all guest communications before, during and after the event. This included:

• The design, population and management of two bespoke websites for Brand Managers and their guests to register for the event.
• The creation of alluring, informative and engaging e-comms in the lead up to the event.
• A welcome pack was delivered to each guest on arrival to their hotel room. These were a carefully curated collection of luxury goods that seamlessly fitted with the over-arching creative direction of the Symphony in Blue event, using a key palette of navy and gold. The packs included a bespoke mini guide to London, JW embossed leather travel goods and a metal business card with Johnnie Walker contact details.
• Additional branding that we undertook for this project included water bottles, ribbon, bags, menus, hotel key card holders and the dressing of restaurants where guests ate when they were not attending the show.

What our client thought.

"You get the JW brand and aesthetic much more than other creative agencies."


the number of countries that guests came from


individually wrapped, ribboned and delivered welcome packs


Black Tomato staff on site
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