BASIL HAYDEN'S
Conceptualization: 50%
Implementation: 50%
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BASIL HAYDEN BOURBON
IN RESIDENCE
Client: Basil Hayden's
Industry: Spirits
Type: Tour, Trade
Location: Nationwide
KPI:
In addition to the +500K in trade focused social impressions, the multi-year program was heralded as a key component of the integrated marketing plan leading a 37% growth year over year.
CHALLENGES
Over two years, GRADIENT conceptualized, implemented and evolved the successful trade activation program in key growth markets for Basil Hayden’s. The Bourbon in Residence program needed to empower & inspire influential bartenders, through experiences that deeply instilled the brand story, to ultimately prompt Basil Hayden’s on-premise.
STRATEGY
GRADIENT created a full brand takeover with trade immersion activities throughout a residential space, reinforcing the brand’s unique “hospitality lifestyle” positioning. From the invitations, to the entry and the decor, every aspect of the experiences felt as though you were within a home. In the second year, our trade guests became “the host” as their friends joined the experience later in the evening. Guests enjoyed backyard games, specially curated cocktails to fit the locale, a southern-inspired portrait studio, and live music.