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Diageo brought its yacht, John Walker & Sons Voyager, to London as part of a global experiential campaign aimed associating the brand with a luxury lifestyle.
The 1920s-style yacht, which set sail in Shanghai in September 2012, travelled around Asia for six months before starting its European leg in May 2013 from Portofino, Italy. Its final stop was Edinburgh, the birthplace of the brand almost two centuries ago. The Voyager docked at Butler’s Wharf, near Tower Bridge, where the Quintessentially team hosted six events across four days including brand experiences and mentoring sessions aimed at "celebrating Europe's place as the home of progress and innovation".
These events were targeted at influencers, discerning consumers and the drinks company’s customers. The activity also promoted John Walker and Sons Odyssey, at the time, a new super-premium triple malt which retails for £580.