2024年12月圣诞至中国新年期间，全球高端威士忌品牌尊尼获加蓝牌瞄准亚太高净值人群旅行高峰，携手万豪旗下奢华酒店艾迪逊，在上海打造"开启繁复风味之旅"主题营销事件。通过"心价比"策略突破传统旅游零售模式，将产品深度植入目标客群的国际旅行全场景。

策略亮点：

1. 空间沉浸：以酒店木质肌理沙龙复刻威士忌橡木桶氛围，结合东方瓷器艺术，构建视觉/嗅觉/味觉联动的沉浸式体验空间，配套蓝牌大师班实现感官共鸣；

2. 场景渗透：开发联名限定餐饮矩阵——上海风味特调鸡尾酒、多维风味晚宴套餐、XORDINAIRE逸蕴下午茶，将产品植入酒店餐饮动线；

3. 闭环运营：线上联动万豪小程序/大众点评平台精准引流，线下提供旅游零售门店专属礼品兑换，形成"品宣-体验-转化"的商业闭环；

4. 圈层触达：通过高端生活方式媒体矩阵传播，配合酒店沙龙私域场景，深度绑定目标人群的旅居生活方式。

本案突破传统渠道思维，创造性开发奢华酒店的"空间即媒介"价值，通过酒旅场景的餐酒融合、文化植入、感官营销三维创新，实现日均触达高端旅客人数再创新高，相关话题在旅行垂类平台曝光量破千万，成功塑造品牌高端形象的同时，带动旅游零售渠道销售大幅度增长。

During the Christmas to Chinese New Year period in December 2024, Johnnie Walker Blue Label—a global premium whisky brand—targeted Asia-Pacific high-net-worth individuals (HNWIs) during peak travel seasons. Partnering with Marriott’s luxury lifestyle hotel EDITION, the brand launched the "ELEVATE YOUR JOURNEY" themed marketing campaign in Shanghai. By adopting a "heart-value ratio" strategy, the campaign transcended traditional travel retail models, deeply integrating the product into HNWIs’ international travel experiences.

Strategic Highlights:

Spatial Immersion: Transformed the hotel’s wood-textured salon into a whisky cask-inspired space, blending Eastern porcelain art to create a multi-sensory immersive experience (visual/olfactory/tactile). Complimentary Blue Label Masterclasses amplified sensory engagement.

-Scenario Penetration-  Developed a co-branded F&B matrix: Shanghai-inspired whisky cocktails; Multi-dimensional tasting dinner menus; XORDINAIRE afternoon tea (featuring whisky aged in French cognac casks); These offerings were seamlessly embedded into the hotel’s dining journey.

-Closed-Loop Operations- Online: Leveraged Marriott’s mini-programs and Dianping (China’s top review platform) for precision traffic. Offline: Exclusive gifts redeemable at travel retail stores, forming a "brand exposure → experience → conversion" loop; 

-Elite Community Outreach-  Deployed a luxury lifestyle media matrix and leveraged the hotel’s private salon events to align with HNWIs’ travel-centric lifestyles.