Johnnie Walker wanted to promote its famous Black Label in conjunction with Halloween’s dark image.  Choosing the popular KTV lifestyle, Johnnie Walker marketed its Label in California Red.

California Red locations were transformed into Johnnie Walker haunted houses as eerie displays prominently displayed the brand in a Halloween theme.

Upon entering, California Red patrons were invited to board the Johnnie Walker Ghost Train by an elaborate display in the lobby.  Ghostly images papered the walls and Johnnie Walker lanterns guided customers to their rooms.

The brand was prominently shown with eye-catching displays throughout the venues.

Singers were successfully reminded of Johnnie Walker while they wandered the corridors.