The bespoke 360-degree campaign, created and delivered by Time Out’s Creative Solutions team alongside The Story Lab, features inspiration-driving branded content across Time Out’s digital platforms including website, social, newsletters, video complemented by a live event to drive awareness of the curious world of Hendrick’s across the UK.
A bespoke ‘Feeling Curious?’ hub on timeout.com is dedicated to curated experiences across the UK – in London, Manchester, Edinburgh and Leeds – to pique curiosity. This is where extraordinary events will be unveiled, encouraging people to explore unconventional things to do, using Time Out’s expertise across Food & Drink, Arts & Culture, Travel, and Music, say the publishers. There is also an interactive digital Curious Concierge, a personalised chat tool designed to offer tailored inspiration to readers.
For the first time, Time Out has utilised its Offers platform into an integrated brand partnership deal, giving access to curated London experiences in a new ‘Feeling Curious?’ Offers section, with bookable experiences and special discounts, placing Hendrick’s front of mind among Time Out’s audience.
To continue bringing unique, curious and interesting events to the Time Out audience, Hendrick’s will sponsor the ‘No Plans’ section of the Time Out editorial newsletter with inspiration about what to do that weekend. Furthermore, for one day only in London this summer, Time Out will host a Hendrick’s-branded live event where attendees are taken on a captivating journey.
Wayne Mensah, Director, Creative Solutions UK at Time Out said: “Our partnership with Hendrick’s Gin is a real collaboration, a creative and immersive campaign to connect Hendrick’s with Time Out’s unique urban audience who are the driving force of the experience economy in the city. These social adventurers trust Time Out’s expertly curated content to inspire them to experience the best that cities all over the globe have to offer. Time Out is taking Hendrick’s Curiosity campaign to the next level, across all of our digital channels, culminating in a live event that will be sure to entertain even the most curious Londoners.”
Chris Wooff, UK Marketing Director, William Grant & Sons added: “Curiosity is at the heart of everything Hendrick’s Gin; and our partnership with Time Out enables us to reach an audience of curious and experience-hungry UK wide explorers. We're really excited to provide an unusual twist to Time Out's content by inviting consumers to enjoy a refreshing encounter across key cities this summer."
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