Time Out and Hendrick’s Gin teamed up for the “Feeling Curious?” partnership, a campaign designed to re-engage influential premium spirit drinkers aged 21-44 who seek unique, shareable experiences. Leveraging Time Out’s expertise in curating city experiences, the campaign highlighted unusual events across the UK, positioning Hendrick’s Gin as the ideal accompaniment.

The strategy focused on capitalizing on the audience’s desire for memorable events, particularly the Friday surge in “things to do this weekend” searches. Key elements included a Curiosity Hub showcasing quirky events and a playful chatbot, along with extensive social media engagement (Instagram Carousels, Stories, and Reels). CRM efforts promoted the hub and an immersive event, The Journey of Illumination. For the first time, Time Out’s Offers platform was used to provide exclusive discounts to curious events. The campaign’s highlight was The Journey of Illumination, an immersive, sold-out event that rewarded attendees with a multi-sensory experience featuring Hendrick’s cocktails and performances.

The “Feeling Curious?” campaign yielded significant results:

• 5,252 Curious Offers were redeemed.
• Three in four readers recalled the campaign, with 70% describing it as interesting, 68% as eye-catching, and 62% as entertaining.

The campaign also drove notable brand perception uplifts for Hendrick’s Gin:

• +8% for “A brand I’d serve to treat myself.”
• +7% for “A brand for relaxed socialising.”
• +8% for “A brand worth paying more for.”

Crucially, 94% of readers were more likely to consider purchasing Hendrick’s Gin after engaging with the campaign.

The Journey of Illumination event was particularly successful, with 92% of attendees loving the experience and 92% reporting an improved perception of Hendrick’s.

As Daniela Bangerter, Hendrick’s Gin Brand Manager, commented, “With Time Out’s authority on things to do in the UK, together our ‘Feeling Curious?’ partnership allowed us to inspire, reward and create unforgettable experiences for our audience on a significant scale, returning strong brand metrics. Not only that, but through features it also allowed us to expand our relationship with our commercial customers.”