Challenge
Johnnie Walker required a sophisticated print and online media campaign to mark the grand opening of its flagship visitor attraction on Edinburgh’s Princes Street in 2021. The challenge was to generate significant pre-launch buzz and sustained interest for a premium experience in a highly competitive tourism market, all while aligning with the brand's global prestige. Carlos Alba Media played an integral role in executing a strategy that would capture the imagination of both the local Scottish audience and national UK media, positioning the venue not just as a distillery tour, but as a world-class immersive experience worthy of its iconic location.
Our Process
The campaign was a masterclass in integrated content marketing. We conceptualised, designed, and produced a suite of high-impact content that showcased the architectural grandeur of the eight-story venue, its innovative sensory experiences, and its deep connection to Scottish culture and whisky heritage. This content was strategically seeded across a multi-week schedule, featuring in key national print publications and their digital counterparts. The approach ensured a drumbeat of coverage, building narrative momentum from exclusive behind-the-scenes previews to the official launch, effectively reaching a diverse audience of whisky connoisseurs, travel enthusiasts, and lifestyle readers.
Result
The success of this targeted media campaign laid a powerful foundation for the visitor attraction's future. The initial wave of authoritative and compelling coverage drove immediate visitor numbers and established the venue as a must-see destination from day one. This strong start catalysed a trajectory of remarkable growth, with positive word-of-mouth and ongoing marketing efforts building on the initial platform we built. The facility has since gone from strength to strength, a fact spectacularly evidenced by its recent milestone of welcoming its one millionth visitor from 141 different countries, cementing its status as a premier global tourism draw.
