Hendrick's Gin partnered with Louise Blouin Media on an exciting custom project: The Chelsea Art Trek, an interactive gallery walk to Manhattan's Chelsea Gallery District on November 14, 2013. The Chelsea Art Trek was an advertising program that included promotion across multiple platforms including print, digital and a exclusive art event produced by Louise Blouin Media. The event included an interactive gallery tour ending with an after party at the exclusive Hôtel Americano with speciality Hendrick's Gin cocktails.
The custom program included the following:
Print * 5,000 custom co-branded printed Chelsea Art Trek newspapers were distributed at participating Chelsea galleries and throughout the Chelsea neighborhood. The newspaper acted as a guide on the tour and participants were invited to visit galleries to obtain clues to receive the password for entrance into the after party at the Hôtel Americano.
Digital * Digital invitation (SplashThat) and digital version of the co-branded newspaper was sent to a database of over 30,000 subscribers and over 600 people RSVP'd for the event
* An editorial preview article was published prior to the interactive gallery walk with an embedded link to the invitation and digital version of the co-branded newspaper
* Social Media campaign using a custom hastag #ChelseaArtTrek was promoted to our 450,000 + followers before and during the interactive gallery walk and after party