Project: The Lot 40. Night Market
Producers: Somewherelse for Lot No.40 Whisky
Event Concept: A two night celebration of artists and makers breathing new life into old styles, crafts and traditions. The night market consisted of live performances, vendors and artist installations.
Lot No.40 is a bold new flavour profile that is breathing fresh life into classic cocktail recipes. But the New Old Fashioned is not simply cocktails, it is reflective of a larger cultural trend being embraced by its target - the obsession with analog art, technology and classic crafts.
In celebrating the parallel, Somewherelse connected Lot 40 to a larger truth by selecting 4 featured artists representing various artistic disciplines to tell their New Old Fashioned story via promotional content and involvement at the market.
Objectives: Introduce young urban socials in Toronto to Lot No.40 and emphasize that Lot No. 40 is a premium whisky that is worthy of discovery.
Locations: Toronto
Event Statistics & Highlights:
146% of RSVP target achieved (2195 RSVPs)
120% of attendee target achieved (960 attendees)
232% of cocktail sales goal achieved (1858 cocktails served)
Total Social Reach of 743,686
Total Media Impressions 8,723,682
Project Team:
Account Management: Bobby Kimberley, Stacey Mackenzie
Project Lead: Stacey Mackenzie
Supporting Project Lead: Andrea Delgado
Creative Team: Anna Wiesen, Jesse Cowan
Production Manager: Lisa Quail
Production Coordinator: Andrea Delgado
Photographer: Anthony Tuccitto
