The Johnnie Walker Journey events are a series of on-trade celebrations designed to build strong identification with the iconic Johnnie Walker brand and deliver experiences to the Chinese consumer that are transformative,captivating and truly progressive. It has been built on a platform of live action that speaks authenticity through Live Music, Fashion & cutting edge multimedia delivery.
Liquid Impact was engaged to provide the overall creative concept and provide turn-key delivery. Our goal was to create an unforgettable experience that embodied their brand DNA of Bravery, Authenticity & Cool! So this year we integrated Johnnie Walker‘s global campaign of “Flavour is King” into our mega party series. Every aspect of our event, was a multi-sensory experience utilizing the three key flavors of Johnnie Walker. With 3,000 guests in attendance, we managed a staff of 650 that included an orchestra, rock band, models, dancers, celebrity singers, courtesy and catering staff, among others, to create the spectacle that is known as Johnnie Walker Journey. This event successfully attracted over 200 nationwide media’s attention and also created over 4,500,000 GBP of Ad value.