The legend of Silent Pool Gin comes to life at London Heathrow

The legend of Silent Pool Gin comes to life at London Heathrow

British award-winning distillers Silent Pool have teamed up with events specialist Bluedog to bring its London Heathrow airport activation to life.

Given the remit to create a promotional space that would drive brand awareness of Silent Pool Gin and highlight its one litre bottle, Bluedog immediately turned its attention to the background and story of Silent Pool Gin.

“Silent Pool Gin has a really interesting story behind it; one which we really wanted to bring to life within the activation,” explains Bluedog founder and CEO Nick King. “It’s a handcrafted, artisan spirit made at a very unusual location on the Duke of Northumberland’s Albury Estate in Surrey, where dilapidated farm buildings on the banks of the legendary Silent Pool have been transformed into the distillery. By using bio-fuel to fire their boiler (to power the copper still) and installing 16.5kW solar panels on the roof of the distillery, the business is becoming more sustainable. What fantastic ammunition to work with!”

The activation, which has run for the month of February in LHR T5 and now moves to LHR T2 for March and part of April, hinges on a bespoke space dominated by a back LED screen that used a series of short animations and videos to recreate the mystery and legend of the Silent Pool, highlight the bottle’s assets, and invite consumers to taste the product.

A custom-made Silent Pool Gin bar sits on a floor that reproduces the teal and copper colours and design of the bottle. These colours are also used for the bar and merchandising plinths, which double as displays for the one litre Silent Pool Gin bottles and gift boxes (containing a 75cl bottle and two Silent Pool glasses).

The bar, dominated by two giant sized bottles of Silent Pool Gin, offers passing consumers signature serve tastings of its award-winning Silent Pool Gin mixed with Fever Tree Indian tonic water.

“For the T5 activation, we have been primarily trying to attract new customers that haven’t tried our gin before by showcasing the brand and offering samples,” says Silent Pool’s Floss Godfrey, Marketing Campaign Manager.

Floss Godfrey says Silent Pool Distillers chose Bluedog for “their ‘can do’ professional manner along with their impressive portfolio of previous activations. From the initial conversation, it was clear that the company could deliver our brief to our required standard.”

Adds Bluedog’s King: “We’re really delighted with the way that the Silent Pool Gin activation has worked so far and have very much enjoyed working with the team at the Distillery. It’s a joy to work with a company that is so committed to producing spirits that really do reflect true artisan craft and we look forward to a long and fruitful partnership.”

For Silent Pool Gin Distillers, this has been the first large-scale activation within travel retail and, Floss went on to say, “We are absolutely thrilled with the outcome. The quality of the units are remarkable and the entire activation has showcased our premium, luxury brand to an exceptional standard.”

Making the important point that travel retail activations for a brand are “quite different to other (domestic) promotional activity”, Silent Pool Distillers were reliant on Bluedog for guidance. “Bluedog were extremely responsive during the process, offering clear explanations throughout each stage,” Floss Godfrey.

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