Challenge

Design an experience in 2023 to launch Bombay Sapphire Premier Cru in the U.S. that generates press, media, and buzz with trade and influencers.

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Solution

Concepted and designed a fully immersive dinner experience designed to transport guests to a lemon orchard in Murcia, Spain, where Bombay Sapphire Premier Cru’s lemons are harvested. The event immersed people in Spanish culture, with azulejo walls featuring seating assignments, a personalized menu telling the story of Premier Cru, and live entertainment. A sensorial four-course meal was paired with four specialty cocktails prepared by startenders Meaghan Dorman & GN Chan. Projection mapping transformed the indoor spaces to look, feel, and smell like you were in a Murcian orchard.

 

Results

The two initial immersive dinner experiences in NYC and LA reached over 200+ media, influencers and trade, resulting in 12 national trade and 5 regional features in core target media (print and digital). The food—catered by Blue Hill—was a big PR win as they are a newsworthy farm-to-table company that aligns with Bombay’s sustainability message. Guests raved about the projection mapping, and our client partners were thrilled with the turnout. With the success of the first two events, additional activations in other markets were planned at smaller scales using the original concept. This immersive experience is set to come to an additional 6 US cities.

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Award: 2023 The One Club Bronze for Experiential & Immersive