Curious distiller Hendrick’s Gin is embarking upon a significant Out of Home (OOH) advertising campaign to drive awareness and trial this summer with a ‘first of its kind’ immersive King’s Cross Station tunnel wrap created by Space.
The advertising campaign planned by Vizeum and bought by Posterscope, which asks consumers to ‘Escape the Conventional and Embrace the Delectable’, runs from mid-July until September and features a Key City Digital 6-sheet campaign, as well as the passageway portal at one of the capital’s busiest train stations.
The super-premium gin brand will be taking over the corridor of King’s Cross St Pancras Station for two weeks, which links the Piccadilly and Victoria Lines to the Northern Ticket Hall with a full tunnel wrap. In addition to this and, for the first time, Hendrick’s will reveal a full floor wrap, the longest in the UK, alongside the entrance archway with rose and cucumber scented posters – Hendrick’s Gin’s oddly infused flavours.
The nationwide 6-sheet campaign will run in seven major UK cities, comprising of almost 800 panels including innovative placements using dynamic copy to direct the curious to the nearest watering hole to enjoy a Hendrick’s Gin and tonic.
The creative treatment brings to life the curious, peculiar and surreal Victoriana world that Hendrick’s has established globally.
James Taylor, Senior Brand Manager for Hendrick’s Gin, commented: “As a pioneer in the gin category, innovation has always been at the heart of Hendrick’s Gin and this year we’re continuing to create even more excitement. We’ve already successfully introduced our limited-by-nature Midsummer Solstice to the world, inspired by the ephemeral delights of Midsummer Solstice blooms, and our sensorial takeover of Kings Cross station and dynamic media nationwide, will entice even more of the curious to experience the delightfully peculiar world of Hendrick’s Gin.”
Jason Nicholas, Managing Partner at Space, added: “Hendrick’s has been at the forefront of the rapidly expanding super premium gin market. With increasing consumer interest and choice, this distinctive creative and communications approach will encourage gin drinkers to escape the conventional and embrace the delectable taste of Hendrick’s.”
Vizeum and Posterscope are responsible for the media planning buying of the campaign.