LEFT BANK MELBOURNE | BRAND PARTNERSHIP & CAMPAIGN
A late-night venue activation and campaign developed around Johnnie Walker’s global partnership with Sabrina Carpenter.
A late-night venue activation and campaign developed around Johnnie Walker’s global partnership with Sabrina Carpenter.
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RESULTS
+188%
JOHNNIE WALKER SERVES YOY
JOHNNIE WALKER SERVES YOY
+77%
LATE NIGHT GUESTS VS PRE CAMPAIGN
60K+
TOTAL ORGANIC SOCIAL REACH
OBJECTIVE
The objective was to increase late night trade by repositioning Left Bank’s cocktail bar as a place to settle in for the night, rather than simply pass through for a drink.
The campaign needed to give guests a reason to move into the cocktail bar and stay, while creating enough visibility and energy around the space to establish it as a late night destination within the broader venue.
Johnnie Walker’s global partnership with Sabrina Carpenter provided the opportunity to build a campaign around this behaviour and activate an area of the venue that had previously been underutilised later in the evening.
APPROACH
The Night Shift was developed as the campaign platform, built around the idea of “clocking in” for the evening.
The strategy centred on giving the cocktail bar a stronger identity after dark and creating a reason for guests to settle into the space. The Johnnie Walker x Sabrina Carpenter partnership provided the foundation, with the cocktail range paired with a new Late Night Bites offer to support longer stays and later trade.
The creative direction took cues from the partnership while giving it a distinct Left Bank identity. Black, white and deep red formed the core palette, with florals, chrome and flash photography shaping the visual direction. Campaign lines including “It’s time to clock in” and “Overtime has its perks” carried the concept.
EXECUTION
The cocktail bar was transformed as the main home of The Night Shift, with campaign styling and collateral extending throughout the space. A dedicated bathroom installation created a playful photo moment, while additional touchpoints across the broader venue increased visibility and connected the spaces back to the campaign.
A launch event introduced the activation, with photography and content produced across the cocktails, Late Night Bites menu, venue and guest experience.
The campaign was supported across a dedicated landing page, email marketing, organic social and in venue collateral, creating a consistent journey from campaign discovery through to the experience at Left Bank.
