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Hennessy - A Journey Made of Precision

As part of Hennessy’s first ever worldwide advertising campaign for their Hennessy Paradis Impérial Cognac—the brand’s most luxurious premium product—Hennessy, and PR firm Cohn & Wolfe, came to Studio Black Tomato to design an immersive press event led by renowned speakers who embodied the finesse and intricate precision involved in crafting the rare Paradis Impérial blend.
The concept behind the campaign was ‘Made of Precision’, so we identified the art of sailing as an example of ultimate human precision in practice, and commissioned Iain Percy OBE, a double Olympic and multiple world champion sailor and leader of the Artemis America Cup Racing team, and Bill Tripp, owner of award-winning yacht design firm, Tripp Design, to bring the brand’s signature attributes of the art and science of precision to life.
We recognized the event needed to be more than just a Cognac tasting. It had to be a journey that would be remembered. That would fuel the pens of the journalists. The result was an intimate and immersive ‘Journey Made of Precision’ sail for select press in New York City:
The Branding
We began our journey with a beautifully designed invitation fashioned by the Studio Black Tomato team. At the main event, guests boarded the landmark sailing vessel the Ventura which we had branded with touches including a Hennessy Paradis Imperial welcome mat, a specially created brand sail and signal flags spelling out “Hennessy PI” in flag semaphore.
Embarking from the spectacular North Cove Marina, we set sail across the Hudson River to a private lunch which we had decorated paying careful attention to Hennessy’s intricate brand guidelines, from gold vases and allium flowers, to custom menus we had created with the chef to perfectly complement the tasting.
The Special Touches
Following the tasting led by a Hennessy Paradis Imperial master blender against a backdrop of the New York City skyline, guests were then treated to lunch and intimate talks by the master yachtsman and yacht designer before setting sail for the return journey, stopping by the Statue of Liberty for a photo. Guests disembarked with a gift bag that included a luxurious embroidered Hennessy Paradis Imperial sailing jacket which we had created and personalized for each guest.
The Consumer Activation
Finally, to extend the value of the event and to target consumers, Studio Black Tomato coordinated an exclusive post event yacht charter opportunity, whereby consumers could also experience a sail and Cognac tasting for the remainder of the 2017 sailing season.

Project Tags

  • Experiential Design
  • Branding
  • Event
  • Activation
  • Exclusive
  • Experience

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