Activation Union has created the first work with Diageo for Johnnie Walker Blue Label; The Blue Room, a whiskey tasting experience in Sydney’s Pitt Street Mall.
It's an oasis where guests can reprieve from the city hustle and bustle and indulge in a moment of quiet luxury, whether it’s a quick break from Christmas shopping, a desire to strengthen their whisky knowledge or to partake in a whisky masterclass.
Activation Union is the activation-led agency by former Clemenger Group board member, and Traffik founder and CEO, James Neale.
The agency rolled out earlier this year with key business divisions of live, retail, experiential and loyalty, supported by creative, design and tech.
Neale, founder & CEO of Activation Union, said the company is proud to have launched this work for Diageo.
"A first for Johnnie Walker in Australia," he said.
Over the next seven weeks, guests will be able to book into the Ritual Bar for an exclusive tasting session hosted by whisky connoisseurs, sipping on the Johnnie Walker Blue Label, Black Label and Gold Label ritual serves while delving into Johnnie Walker’s rich history.
Diageo also invites guests to explore its most popular Johnnie Walker whisky selection available for purchase and be among the first in Australia to try its new limited edition rare varieties.
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