Events one and two saw us playing host to a number of key European lifestyle journalists at Johnnie Walker Black Label Unseen events in London and Barcelona.

The Black Label Unseen programme provided a unique insight, and exclusive access, into the world of Formula 1 and Johnnie Walker Black Label with a series of incredible experiences afforded to very few.

By taking the media quite literally behind the scenes of the Vodafone McLaren Mercedes Formula 1 team during the Barcelona race weekend, and providing them with the chance to be a part of a pit crew for the day, our journalists got to see a whole new side of F1 and its inner workings.

By night, we brought them closer to the Johnnie Walker brand itself, allowing them to discover for themselves the flavours of Johnnie Walker Black Label with both an exclusive whiskey tasting session and a specially crafted menu of food influenced by the iconic brand.

The response has been amazing, our happy journalists not only thanked us for the great time they had, but also stated that they had a much better understanding and appreciation of the Johnnie Walker brand, and the subsequent return in column inches has been the true testament to that.

Our third event saw 63G, in the lead-up to the prestigious Monaco Grand Prix, organising and hosting an international press conference to watch Lewis Hamilton and Mika Häkkinen unveil the new Johnnie Walker PACT Simulator.

The Monaco Grand Prix provided the perfect backdrop to showcase this exciting new interactive tool, which provides consumers with a practical demonstration of the dangers of driving under the influence of alcohol - all in a controlled virtual environment. In front of leading FIA journalists from across the world, Lewis and Mika both signed the simulator as their own personal commitment to Never Drink and Drive before an entertaining Q&A session.

Never ones to miss an opportunity to leverage further coverage, 63G also circulated a Video News Release, showing exclusive interviews with Lewis and Mika as well as the unveiling of the simulator. The results were outstanding with TV, print and online coverage reaching a global audience of over 150 million to date.

We are also currently producing a show-reel documenting the entire Monaco campaign programme as a compelling case-history of our work - interested parties should email newbusiness@63G.com to obtain a copy.