The Challenge

The team at DotLabel were delighted to be a part of the highly successful Hendrick’s Gin L.E.V.I.T.A.T.R.E campaign in Canada that went live on 30th September 2017. Our role in the project was to provide digital campaign support for this exciting live event at Nuit Blanche, the city-wide celebration of contemporary art, in Toronto.

The innovative campaign from Hendrick’s Gin saw 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. 

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What We Did

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 at Toronto City Hall. We designed and developed the campaign-landing page which received over 5000 entries in six days. 

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The Outcome

The integrated 360 degree program which included retail, social, paid media, experiential, PR, strategic partnerships, online contest and more, delivered over 100 million media impressions in just 48 hours post event and 280+ media article placements.

100m

media impressions in 48 hours

280+

media article placements

5000+

online competition entries