In order for alcoholic beverage brands to be able to hold events in Turkey, the locations need to have a license. Before the event, in order to ensure security, it is necessary to apply to the police and office of the governor for official permissions. Since the event location is a historical asset, all decorative element are to be used only temporarily. As the pathway over the water cut of the sea traffic, the Coast Guard needs to give permission as well. Because all these permissions are valid only for 24 hours, all production efforts were made secretly from the press and citizens. No communication was implemented before the event.

Direct marketing was used to ensure attendance to the event. 2,000 invitation cards were sent to the guests’ personal addresses. A call centre created specifically for this event made calls to all the guests one by one and encouraged them to attend the event. The guests were informed that this would be a once in a lifetime experience. No information about the surprise of the night was given to the guest. Only Smirnoff's ‘Be there’ and Johnnie Walker's 'Keep walking' themes, which Diageo wants to prioritise on the Turkish market, were emphasised in the invitation text.

The 2,000 people guest list comprised of successful restaurant and night club managers, trend setters of entertainment and night life, and VIP guests. 3 days before the event, RSVP number was 700, but the guest number reached 1,500 during the party.To raise the curiosity level of the guests, the invitation only stated “Let's meet at Suada on the longest night, be there”. After the welcome speech on the Mey-Diageo marriage, the 'Keep walking' for an unforgettable night slogan was issued. Newspapers content and titles further highlighted the party (invitation) as real. The night was unforgettable; guests walked on the Bosphorus water in their life for the first time and the last time.24 hours later the event took place in the top 3 newspapers of Turkey. All column writers and tabloid press wrote about the event. Apart from the tabloids, the walkway over the water appeared on prime time news on TV. The party was discussed on Twitter and Facebook for the following 2 weeks.The construction of walking path permission took 24 hours, and to get this working permission 25 formal letters were signed in order to apply to Govern, Police, Sea Side Security and Municipalities.