McKenna Bourbon National Launches

The Brief

Fourth Wall Events were retained to create separate trade and consumer launch events for McKenna Bourbon around Australia. The events needed to gain significant media coverage, talk-ability and appeal to the target market.

The Approach

Fourth Wall Events developed a series of original, stand-out events that gained national media coverage, launching the new brand to huge acclaim. This was done by: finding unusual spaces for the events to be held thereby adding an element of intrigue and surprise; created a versatile layout that could cater for the range of guest numbers; sourced entertainment that was on-trend for the target audience; integrated live street artists and live ice carvings to bring the progressive character of the brand to life.

Having Paul Mac perform in a brand new Queensland showroom, named Distillery for the night the was a standout success. By working with the media-buy company to rent the billboard over the showroom ensured everyone knew about it too.

The Results

The events received a large amount of national print and broadcast media coverage which increased the word of mouth excitement around the brand. The events exceeded all the KPI’s set and the events were a smashing success.