Case Study: Highland Park Whisky achieves buzz for its 54YO launch event with Citizen Relations

Highland Park Whisky drives 512M+ impressions with Citizen Relations

The customer Highland Park Whisky faced the challenge of launching its oldest and rarest release, the 54-Year-Old whisky, in the US market. They needed to create significant excitement and reinforce their luxury brand position by bringing the essence of their Orkney home to life for key attendees. The vendor Citizen Relations was tasked with executing an experiential program to meet this challenge.

Citizen Relations transformed a San Francisco coastal location into an immersive sensory experience evocative of Orkney. The solution included larger-than-life projections and activations for touch, smell, and taste, culminating in a tasting of the rare whisky and a live performance. This approach by Citizen Relations generated over 512 million impressions from top-tier media outlets and reached over 2.7 million people on social media, successfully fueling brand equity.

Highland Park Whisky