The Macallan Launches ‘Discover Extraordinary’ with Evening Standard Partnership and Tube Takeovers

The Macallan, owned by The Edrington Group, is partnering with Evening Standard to launch a ‘takeover’ of several London Underground stations as part of their multi-media digital & billboard campaign, devised and brokered by media agency Zenith.

Tube takeovers go live at King’s Cross and Waterloo today, consisting of ‘tunnel’ dominating 12-sheets, and large format digital screens. Alongside this, as the campaign peaks, today’s issue of the Evening Standard will feature a Double Cask cover wrap, making The Macallan unmissable for commuters.

The campaign takes an audience-first approach, positioning the brand at the forefront of culture; not just by focusing on the whisky, but using the Evening Standard’s data-fuelled knowledge of its readers to weave in bespoke content suited to their interests. 

Led by Zenith, the strategy aims to firmly embed The Macallan in the minds of our recruitment audience, rendering the brand ubiquitous in their everyday lives. Not only that, it re-enforces the brand’s position as a category-leading, luxury player in the whisky market, cementing its premium status. 

The key component of the partnership is a bespoke ‘Discover Extraordinary’ content hub on the Evening Standard site, hosting custom articles and videos, with content ranging from ‘How oysters became London’s latest ‘it’ food’ to ‘Eight of London’s cosiest bars’ – all designed uniquely with The Macallan’s audience’s passions and interests in mind. 

Richard Kirk, chief strategy officer at Zenith UK, said: “Evening Standard were the perfect partners for this campaign. Their readership are the exact audience we were targeting, so to collaborate closely with them and launch tube takeovers at London Underground stations for maximum impact, strikes the perfect balance and re-enforces The Macallan’s position as category leaders.” 

Marco Di Ciacca, senior brand manager for The Macallan said: “This tube takeover and Evening Standard partnership will be unmissable, putting The Macallan front of mind for our target audience. It’s great to be partnering with Evening Standard and Zenith on this campaign, and we are looking forward to seeing the results.”