Winter wheat wonderland

Maker's Mark

Maker’s Mark came to us with an opportunity. They had secured a blank-space retail unit in NYC’s famous Union Square over the lead up to Christmas.

They asked us to create a best-in-class festive experience to excite and engage New Yorkers and create a buzz around Maker's over the Christmas period.

We worked with our strategists to define the experience, starting with developing the concept of the Maker’s Mark Winter Wheat Wonderland, bringing a little slice of Maker’s distillery; Star Hill Farm, Kentucky, to New York for Christmas.

We created a richly detailed, immersive experience, with eight touch-points inspired by the real Star Hill Farm, working closely with our production partners to transform the blank-space unit into a vibrant and richly detailed wonderland.

Guests were greeted by a choir singing Maker’s-themed carols, then made their way through a stunning field of winter wheat - a key brand story. Next, they could choose their own adventure, experiencing creative crafts, a whiskey tasting and delicious cocktails in a truly memorable introduction to the brand.

Our experience exceeded all expectations, delivered on-time and within budget, welcoming over 4,000 visitors over the 12 days of Christmas.

The event was also a PR win, earning nearly 40 million impressions and dozens of organic features in the press, driving brand awareness.

Client: Maker’s Mark | Agency: Wonderworks Communications | Production: City Eventions.

This one required a ton of timeline implications, fast rounds of review, cross-functional agency work and although this was developed from afar, they designed an extremely successful, immersive, show-stopping 12-day experience for consumers.

Not only were we on time and on budget but the team exceeded our expectations in understanding the best way to bring the brand to life. They are true brand stewards and dedicated, trusted partners to our team!

KELLIE WOLVERTON

COMMERCIAL MARKETING MANAGER, MAKER'S MARK

Winter wheat wonderland

KELLIE WOLVERTON

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