William Grant & Sons is to launch hot-air balloon flights over Sydney Harbour in Australia as part of a Hendrick’s Gin marketing drive.
The balloon will carry a bar that serves Hendrick’s cocktails at 100 feet to consumers who sign up for the ‘Most Unusual Balloon Bar’ activation. The flights start next month from Sydney’s Darling Harbour.
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William Grant said the branded balloon will raise awareness for Hendrick’s cocktails during the Australian summer.
“We have gone above and beyond to bring Sydneysiders a spectacle from the street to the sky in the most unusual style,” said Hendrick’s brand ambassador Luke Sanderson.
William Grant has launched a number of unusual marketing activities for the cucumber-flavoured Hendrick’s. In 2017, the company offered free G&Ts in cocktail bars to anyone that brought in a cucumber.
In the UK last week, William Grant announced a first TV ad for Hendrick’s as part of a GBP2m (US$2.7m) festive activation.
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