Celebrating 20 years of luxury vodka with Sydney’s elite

Challenge

Establish Grey Goose as the luxury brand of choice this summer with an audience that seeks premium experiences. The aim was to communicate the 20th anniversary of Grey Goose and the launch of the limited edition Grey Goose Riviera bottle, to see a 20% uplift on last year’s PR and digital KPIs, sustained across an extended campaign period set for increased competitor brand activity.

Culture

The target audience is increasingly immersing themselves in a brand’s experience, which ultimately drives affiliation and meaningful connection to the brand. They seek the thrill of discovery, not just the product.

Creativity

Create the ultimate luxury experience for our audience to connect with the Grey Goose brand. We launched with a VIP event that had Sydney’s elite influencers and top-tier media onboard the Grey Goose Superyacht. A competition was then launched to find 50 lucky winners to experience the French Riviera for themselves this Summer. On board the superyacht, attendees were greeted with premium cocktails and food and were able to leisurely enjoy activities including golf and a martini masterclass.

Clout

A total of 186 editorial articles across high-profile consumer and trade media appeared, including VOGUE, Executive Style, WHIMN, Delicious, Daily Mail and Inside Out. What’s more, the event drove a 579% increase in reach (36 million) through traditional media compared to the previous year, while social media content engagement increased by 423% (149k engagements). Key influencers including Kris Smith, Pia Muehlenbeck, Zac and Jordan Stenmark, Tegan Martin, Tanja Gagic and Nikki Phillips were on board the superyacht, with all of them sharing their experience to drive engagement with our core audience.