Following a most unusual year, Hendrick’s Gin wanted to kick off an unusual summer by challenging Sydneysiders to experience the unexpected. Havas Blvd, alongside Red Havas, activated a 22-meter-high, 18-meter-wide Victoriana inspired hot air balloon that offered Sydneysiders an unforgettable opportunity to escape the conventional and embrace the delectable – having Hendrick’s Gin’s world-famous concoction as they enjoyed the sights of Sydney.
Hendrick’s Gin’s Most Unusual Balloon Bar took flight at Tumbalong Park in Darling Harbour, debuting with a media and influencer preview before opening to lucky consumer ticketholders. Guests received a complimentary cocktail and Hendrick’s Gin-themed hamper to enjoy aboard the Balloon Bar.
As part of a wider brand awareness drive, and in support of the hospitality industry after a tough year of business, Hendrick’s Gin also pioneered the ‘Tini Martini’ – a gin martini in miniature form. The ‘Tini Martini’ was available at participating venues across Darling Harbour including PS40, Helm Bar, The Barbershop, Café Del Mar, Planar, Prince of York, The Swinging Cat and Champagne Bar, The Sofitel.
- 100 pieces of earned media coverage
- 64.7M editorial reach
- 73 pieces of event social coverage
- Overall Hendricks sales increased over 29% compared to the same time last year