Louisville Tourism
Louisville Tourism x London Cocktail Week 2024
For London Cocktail Week, we brought a slice of Louisville’s bourbon-soaked charm to The Gothic Bar, creating an immersive experience that blended Southern hospitality with world-class cocktails.
Guests stepped into a space that told the city’s story through flavour, music, and atmosphere, all while putting Louisville firmly on the radar of UK cocktail lovers.
Out of 250 bars featured in LCW’s listings, our activation ranked 6th most popular - a standout result in a crowded, competitive scene. This success was fuelled by a carefully integrated campaign, weaving together perfectly aligned events, brand collaborations, targeted media, and smart PR.
A packed house, a buzz that carried beyond the festival, and a lasting taste of Louisville in London.
Challenge
This was Louisville’s first-ever step into international promotion – and all eyes were on the UK. With no existing presence in the market, we had to make a big first impression, delivering scale, impact, and tangible success. The challenge was to create a moment that would cut through fast, introduce the city’s personality, and set the stage for future campaigns.
Insight
Louisville packs in a whole range of iconic American experiences - from vibrant music and food to rich history and culture. But at its heart is its most famous calling card: Bourbon. As the home of America’s native spirit, Louisville owns the title of “Bourbon City,” giving us a powerful, authentic hook to build a campaign around and a story that resonates with UK audiences who love a good drink and a great story behind it.
Solution
We brought the best of “Bourbon City” to London, blending Louisville’s legendary hospitality with its world-class whiskey. The centrepiece was a one-night-only cocktail takeover at the iconic Gothic Bar in The St. Pancras Hotel – an atmospheric setting that matched the spirit’s heritage and style. The event sold out, with guests treated to expertly crafted bourbon cocktails and a taste of Louisville’s warmth and charm. An extensive marketing campaign amplified the buzz, putting Louisville on the radar of UK consumers and inspiring future travellers to make the trip.