christopher mcgauran
THE STORY
Basil Hayden’s is a discovery brand that celebrates social occasions and convivial moments. Unique, high-touch consumer experiences that center around craftsmanship and connections are a major focus for the brand. The local Kentucky team looked to gain relevance and brand affinity with bartenders by offering these unique Basil Hayden's experiences.
THE OBJECTIVE
Proof was asked to help reach key flagship bartenders in Kentucky and connect them with the brand in a meaningful way, inspiring consideration and recommendations. We used Mother’s Day as an occasion to give bartenders and their moms a delightful and surprising daytime experience with the brand.
THE RESULT
The grounds of the Whitehall Mansion were transformed to host a bourbon brunch featuring opportunities for connection. From the welcome to the parting gift, guests explored and experienced the brand in unconventional ways within the environment through unique tasting experiences, garden bars, tasty bourbon cocktails, custom poetry and photo activations.
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