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AC. Consumer Launch Campaign of the Year

Campaign Title

Celebrating A Journey Shared: The Launch of the JOHNNIE WALKER BLUE LABEL Limited Edition Collection designed by Alfred Dunhill


Edelman Public Relations Worldwide Pte Ltd

Gifting has proven to be a very vital growth driver for Johnnie Walker Blue Label. The brand’s ambition was to accelerate towards becoming the ultimate iconic luxury brand, partly through partnerships with other luxury brands. Alfred Dunhill was the perfect partner to help achieve this and a ‘Limited Edition Collection’ designed by Alfred Dunhill was developed. The objective was to deliver the highest-ever gifting in over 60 markets. The brand turned to PR to create anticipation for the Collection. PR was to deliver a through-the-line platform for sustained activation, ramping up the brand’s luxury credentials, with a KPI of 45 million impressions.

To launch the collaboration between two pioneers of luxury craftsmanship, a three-pronged communications strategy was rolled out: 1) Drive anticipation and desire by positioning the Collection as the new standard in luxury gifting through the power of association. 2) Immerse consumers into the partnership world of quintessentially British luxury, tapping on the currency of that provenance. 3) Celebrate shared journeys between modern icons, provoking imaginations around how John Walker and Alfred Dunhill would have interacted with each other. Bringing to life the pioneering spirit of John Walker and Alfred Dunhill’s love for travel, the central platform was ‘Celebrating a Journey Shared’ – a film event taking two exceptional men, adventurer Jason Lewis and craftsman Chris Tipper, on a memorable journey from London to Scotland, from the Home of Alfred Dunhill to Johnnie Walker Drummuir Castle.

The campaign achieved over 770,000,000 impressions globally and a total PR value of about US$3.5 million. The campaign broke records globally and products were sold out in several markets.

Certificate of Excellence
Campaign Title



GO Communications

The brief was to educate and advise the target audience that the Thistle Hotel resort in Port Dickson was changing its focus to become a family hotel and explain that the hotel would undergo a multimillion-dollar renovation to accommodate this experience. Another challenge was to publicise that the hotel had a new name – Thistle – which was relatively unknown to the target audience and media in Malaysia and the region. Port Dickson once a thriving resort destination for Malaysians particularly from Kuala Lumpur had over the last few years lost its shine and ‘must-go’ destination for Malaysians.

The strategy was to create a world first campaign called ‘Kids’ In Charge’ through a campaign to invite ‘kids’ between the age of 8 and 14 to become ‘Directors’ of the Thistle Port Dickson resort. Ten kids were chosen to become directors. At each Board Meeting the kids were given a specific agenda as to what they would like to see and experience in a family hotel. All the kids were given a Director’s uniform to wear and use during the board meetings. Selected media were invited to observe and report on the Board Meetings.

The media publicity during the campaign period exceeded RM 9 million. The return on investment was over 13,000 per cent. The occupancy rate at the hotel increased from below 50 per cent to over 90 per cent two months into the ‘Kids’ In Charge’ campaign. Through the high impact publicity in all media from print, online and television the hotel ranked number one on Trip Advisor for Malaysian hotels.



Zamir Khan
Head of Award Events 

Tel: (+852) 3175 5273
Email: zamir.khan@haymarket.asia


Kaling Man
Events Manager

Tel: (+852) 3175 1993
Email: kaling.man@haymarket.asia


Christopher Amhoff
Senior Account Manager - Brand Media Asia

Tel: (+852) 3118 1500
Email: christopher.amhoff@haymarket.asia