Bar
Takeover
BAO X House of Suntory
To boost awareness of BAO's cocktail program and expand its reach, we partnered with House of Suntory for a series of takeovers by Top 50 Bars globally. Guest bartenders from Kaito del Valle, Drink Kong, and Lucy’s Flower Shop crafted unique BAO-inspired cocktails, while BAO’s chefs designed complementary dishes. The results were impressive: a 220% increase in drink sales on the event night and a sustained 24% increase afterward. House of Suntory also enjoyed enhanced sales and greater visibility both on-site and through our communications.
Activation Sponsorship
THE CADOGAN ARMS X CASAMIGOS
To launch The Cadogan Arms' terrace during Chelsea in Bloom, a key calendar date for the pub on Kings Road. Identifying the affluent Chelsea crowd & the rising popularity of agave spirits in industry trends, I highlighted Casamigos Tequila as the perfect partner. The partnership led to an innovative floral display interspersed with agave, along with a menu of Casamigos margaritas crafted by the bar team. The success of the partnership prompted the addition of "Rose Room After Dark," a series of live music events. The Cadogan Arms experienced a significant increase in drinks sales, while Casamigos gained exposure to its target audience through social media and on-site visibility with co-branded assets.
Bespoke Product Development
Gymkhana X Amrut
To celebrate Gymkhana's 10th anniversary, I teamed up with India's leading whisky distillery, to develop a bespoke bottling. Our aim was to offer Gymkhana's guests an exclusive experience that reflects its Indian heritage and prestige. I liaised with Amrut who sent samples of different casks from the distillery and after rigorous tastings, we selected a finish that perfectly pairs with Gymkhana's rich cuisine. The whisky was launched in Gymkhana and its cocktail bar, 42, showcasing a specially designed label incorporating both Gymkhana and Amruts branding. The limited edition whiskey sits the back bars alongside a commissioned painting of a panther, proudly presenting the bottle.
Strategic Partnership
The Tate X 58 & Co X The Rare Tea Company
The Tate Modern sought a signature drink for the launch of a Guerrilla Girls exhibition. I aimed to spotlight leading female producers to reflect the empowerment central to the Guerrilla Girls' work while aligning with the British seasonal ethos of Tate Eats. Airmail London crafted and produced the drink in collaboration with two female-founded London producers: 58 & Co, renowned for their exceptional gin and vodka, founded by Carmen O’Neal, and The Rare Tea Company, founded by Henrietta Lovelle, celebrated for their sustainable and ethical tea sourcing practices.
Activation Sponsorship
The George X Guinness
To establish The George as a premier venue for Guinness and sports, we created a multimedia campaign onsite and digitally. The first year showcased free-flowing pints of Guinness and a special menu featuring Guinness-infused dishes, supported by professional photography and videography, reaching 350K online. Building on this success, the second year featured an all-star panel for a rugby legends lunch and influencer events, reaching 2M. These campaigns led to The George being chosen as the first venue outside of Dublin to offer Guinness 0.0% on draught, promoted by Lad Bible to an additional 14M audience.
ACTIVATION SPONSORSHIP
THE CADOGAN ARMS X CHASE DISTILLERY
To celebrate this years Chelsea Flower Show, The Cadogan Arms partnered with Chase Distillery, a partnership built on shared values of using locally sourced British produce. The activation featured seasonal cocktails and dishes incorporating Chase products like Gin-Cured Salmon and a Raspberry and Basil Gin Trifle.
Ricky Paul Flowers recreated the Trifle in flower form, aligning with the Chelsea in Bloom theme - Floral Feast.