The Glenrothes: Experiential
The Glenrothes x InsideHook “From Vision to Mastery” Event Series
As Creative Director, my vision for the Glenrothes x InsideHook partnership was to craft a series of experiences that would resonate deeply with our discerning audience, showcasing the meticulous artistry and dedication embodied by The Glenrothes. The campaign aimed to position Glenrothes as the definitive single-malt whisky for those who appreciate excellence across domains—through art, cuisine, and exploration. Each event was not only a standalone celebration of a unique theme but also part of a broader narrative amplified through web content, video, social media, and email. From the inception of this concept to the orchestration of each element, my role encompassed every detail, ensuring that every touchpoint enriched our guests' experience and further cemented Glenrothes' prestige within InsideHook’s elite community.
This co-branded campaign achieved 12.2 million impressions, surpassing expectations by 3.2 million, with 31,000+ clicks to Glenrothes' content. Below is a closer look at each bespoke event and the artistry behind them.
Event Highlights
Art + Music: A Night at the Taittinger Gallery
Date: April 27, 2023
Location: Taittinger Gallery
Co-Host: Artist Matthew Spire
At the intersection of whisky, art, and music, we crafted an immersive experience at the Taittinger Gallery, inviting our audience to explore creativity through a silent disco and live art installations. Guests engaged with Glenrothes' 18-year and 25-year expressions at an intimate tasting station led by Glenrothes’ brand ambassador, while simultaneously enjoying the unique soundscapes that fueled artist Matthew Spire’s work. I oversaw the creation of all event collateral—from the invitations to the on-site visuals—that complemented the event’s high-end, creative ambiance. This memorable night left guests with a richer appreciation for Glenrothes’ artistry and craftsmanship.
Food + Drink: Culinary Artistry at Frankies 457 Spuntino
Date: October 19, 2023
Location: Frankies 457 Spuntino
Co-Host: Chef Christian Petroni
The culinary experience brought guests into the heart of Italian gastronomy at Frankies 457 Spuntino, where Chef Christian Petroni introduced them to the art of crafting authentic mozzarella. This hands-on class offered a unique fusion of taste and tradition, guiding guests through the creative process behind Italian cuisine. The tasting menu paired Glenrothes’ 12-year, 18-year, and 25-year expressions with each course, and a Glenrothes-infused chocolate dessert capped the night. To commemorate the event, guests received branded aprons, spoons, and their own hand-crafted mozzarella, blending tangible takeaways with an immersive culinary experience. Every piece of collateral, from the cocktail menu to custom signage, was designed to resonate with Glenrothes' refined identity.
Exploration: A Journey at the Explorers Club
Date: December 5, 2023
Location: The Explorers Club
Co-Host: Explorer Richard Garriott de Cayeux
This final event took place at the prestigious Explorers Club, where we immersed guests in the spirit of exploration through stories and tastings. Guests mingled during a cocktail hour featuring Glenrothes cocktails, explored the club’s historic archives, and enjoyed a guided tasting in the gallery. The evening featured insights from Club President Richard Garriott de Cayeux, who shared his remarkable explorations and philosophy on discovery. Each guest received a Glenrothes x InsideHook bookmark and the Club's coffee table book, reinforcing Glenrothes’ connection to curiosity and mastery. My team developed each branded element to ensure a seamless, elevated experience that echoed Glenrothes' ethos of refined adventure.
To extend the reach and impact of each event, we developed a suite of co-branded articles, social media content, and targeted email campaigns. Each piece offered readers a deeper dive into the themes of mastery and dedication, drawing from the unique perspectives of each event host. Notably, these co-branded articles attracted a combined 24,000+ page views, with an average time spent on page 34% higher than our benchmark. This success reflects the resonance of the Glenrothes brand story with our audience, translating event impact into measurable digital engagement.
