NORTHERN LIGHTS WINTER TERRACE
ACTIVATION OVERVIEW
12th Knot partnered with Icelandic Vodka Brand, Reyka to launch the Northern Lights Winter Terrace in collaboration with Reyka. Popping up for the duration of the winter (November - January), we transformed the 12th Knot terrace into a magical winter playground, inspired by the auroral colours of the Northern Lights and Icelandic landscapes, with stunning views across the Thames to St. Paul’s Cathedral and the city beyond.
The Northern Lights Winter Terrace offered a selection of bespoke vodka-based cocktails and a light installation echoing the luminous polar lights. Adorned with faux-fur throws and sheepskin blankets, guests were kept warm and cosy whilst they enjoyed a delicious tipple amongst the fir-tree-lined terrace and were able to capture memories of the evening in the Nordic cabin themed photo booth.
BRANDING & MARKETING
PRESS LAUNCH
To allow key press and media to experience the new terrace, we hosted an exclusive preview night on 10 November 2021 ahead of opening to the public.
PRESS HIGHLIGHTS
In November, December + January Hue & Cry generated 11 pieces of coverage (7 online & 5 social), in titles including Bar Chick, Sheer Luxe, Timeout and Hello!, resulting in a total reach of 15,751,117
SOCIAL MEDIA HIGHLIGHTS
From 10 November 2021 - 30 January 2022
869 new followers | 17 organic posts | Accounts reached: 28,678 | Impressions: 150,900 | Profile visits: 8,683 | Website taps: 1,193
RESULTS
Total revenue generated: 1,312 cocktails sold | £11,319.27
*Reyka sales contributed to 23% of total cocktails sales for the duration of the activation. A strong result despite the ongoing COVID situation, and a rise of cases during December/January leading to lots of cancellations and a decrease in bookings.