But Seagram's Gin is different, it comes from NYC, which happens to be the most desirable city for the Spanish people* (*according to the Spanish Bureau of Turism). Besides that, it is the city where the cocktail bars are part of the way of life of the people and gin is consumed in many other ways additionally to Gin Tonics.

So we decided to show the Spanish people this New York way of life in a genuine and consistent way. To do so we transformed a hotel in the heart of Madrid into a New York Hotel. The name of the hotel was changed to The Seagram's New York Hotel and from the moment a consumer entered through its doors they would really feel like they were in New York.

Not only the name of the hotel was changed, but every detail in it: the staff uniform, the official language, the soundtrack at the lobby, everything was New York.

Then we brought authentic NYC experiences. To do so we made a deal with 4 of the most awarded bars in the city (Dead Rabbit, Leyenda, Clover Club and Dante), 3 iconic restaurants (Betony, Katz's Delicatessen and Olmsted), 4 barbershops (NY Shaving CO, Ludlow Blunt, Frank's Chop and Freemans) and the Blue Note Jazz Club.

Every month we changed the residence of the cocktail bar, the restaurant and the barbershop. The Jazz concerts were every Thursday.

A Seagram's suite held different events such as private movie sessions and influencers party. American cuisine masterclasses in the restaurant, theme parties at the lobby, Stand Up comedy at the Jazz Club and private events were also part of the program.

Number 1 hotel in Trip Advisor (among almost 500 hotels in Madrid)

142 MILLION MEDIA IMPRESSIONS

475 PRESS CLIPS

€ 2 MILLION PR VALUE

130.000 € sold of experiences

35.000 VISITORS

13 MILLION UNIQUE USERS

+8 points, awareness

+2 points consideration

+1,2 points market share