The Rawk Agency deliver Bacardi Martini’s ‘Dewar’s Hotel’ in Edinburgh and Manchester

Between the 23rd of May and the 1st of June 2016, The Rawk Agency produced ‘Dewar’s Hotel’, an immersive and interactive brand experience for Dewar’s, Bacardi Martini’s premium blended scotch brand.

The multi-space activations took place at the Hotel du Vin in Edinburgh and the Hotel Gotham in Manchester. Invite-only brand advocacy pop-ups, the events were designed by Dewar’s and its partner agencies to deliver stylised and story-led brand immersion sessions to audiences across Europe, celebrating and raising the profile of the brand’s portfolio through experiences.

The activation was designed to illustrate the brand’s rich heritage, innovative spirit and exceptional products. Guests undertook tutored blind tastings, an informative and immersive blending session and a drinks inspiration masterclass that included an introduction to a number of serves handpicked for the activation, alongside an opportunity to discuss those serves with Jamie MacDonald, Bacardi’s Dark Spirits Ambassador for Northern Europe. The entire experience was tied together with the tales of Tommy Dewar, as guests were led by the character through bespoke sets designed to bring the brand and its story to life.

Within the UK, The Rawk Agency delivered locations, logistics, ambassadorial support and event management – providing the cast and crew to make the entire production possible.

Gareth Anderson, marketing and digital manager, The Rawk Agency comments;” Our longstanding relationship with the Dewar’s brand and the knowledge that has given us, teamed with our acute understanding of the value of experience, meant that we were also an integral part of the content development team within the wider European project group. Scripting interaction and engagement moments and providing members of our ambassadorial teams to lead sessions across Europe, we ensured every guest left with a true connection to the incredible and ongoing legacy of the Dewar’s brand and a greater understanding of the products themselves.”

Jessica Leuty , UK activation manager, Dewar’s Blends & Malts , Martini & St Germain adds ‘’The whole Rawk team have been brilliant throughout the entire project. We have asked a lot of them and they have delivered! From simple things such as arranging lunch through to flying to another country to get a view of the fixed assets, interviewing actors, working on Bank Holidays… We couldn’t have asked for more. Positive throughout and I always felt like they had the best interest of the activation at the heart of all they did.’’