Challenge
As the third instalment of Krüg Encounters, we were asked to bring a new twist to their immersive experience, for the lucky few that will attend.
Creative
Tapping into Krüg's heritage and maintaining a contemporary outlook – music, Krüg and fine dining from Evelyns Table were to be centric to the overall experience. With Jools Holland as the curator, 'Tracks on Tracks' was a natural outcome for the concept behind the creative. We gained access to the private Watercress line in the south of England, as well as a vintage train, we were able to transform the three stations into bespoke music venues.
The event branding utilises the connections in the parallel lines found across all the components of the train tracks, music scores or instrument fretboards. To ensure it was a seamless experience the branding and communications followed through in the tickets, programmes, maps, luggage tags, window vinyls, carriage branding, fly posters and station branding.
Results
It was a massively successful bespoke experience for a selection of lucky individuals. The positive feedback has ensured that Krüg Encounters will be returning in 2019.
