The Challenge

The team at DotLabel were delighted to again be a part of another highly successful Hendrick’s Gin campaign in Montreal, Canada that went live in June 2018.
Building on the success of last year's L.E.V.E.T.R.E campaign in Toronto, this year Hendrick's Gin launched the E.L.E.V.A.T.U.M campaign at the Montreal 2018 Jazz Festival.

Last year saw Hendrick’s Gin organise the first ever hot air balloon to touch down at Toronto City Hall, the first ever alcohol sampling ever permitted on City Hall premises and Hendricks was the first ever official spirit sponsor of the Nuit Blanche event in Canada. This year saw the first ever operational hot air balloon at the Jazz Festival since it started 39 years ago, with the Mayor of Montreal riding on its maiden flight. 

The experiential campaign was designed to increase brand awareness, build brand advocacy, drive trial and surprise and delight consumers while bringing the Hendrick's brand to life. 


HENDRICKS BALLOON 1200 cropped bottles HENDRICKS MTL 2018 2547 cropped bottle landscape

What We Did

Once again. the digital presence was key to the event success, as an essential part of the campaign was to encourage individuals to enter an online competition to win a golden ticket for the exclusive, hot air balloon experience. We designed and developed a dual language French/ English campaign landing page invited consumers to enter a competition to win a Golden Ticket for an ride of the Hendrick's balloon. 

Screen Shot 2018 07 09 at 11.57.44

The Outcome

The integrated 360 degree program which included retail, social, paid media, experiential, PR, strategic partnerships, online contest and more.  Last year's campaign delivered over 170 million media impressions in just 48 hours post event and 280+ media article placements. This year saw over 177 million impressions, over 7,500 Hendrick's cocktails sold in four weeks and a performance increase in volume, value and share.

"Charlotte - Thank you for helping us launch the first ever French/English website & contest microsite for Hendrick’s Gin and the support on the campaign"

Beth-Anne Perry, Senior National Brand Manager


media impressions


Hendrick's cocktails served in 4 weeks


online competition entries in 2 weeks