An Extraordinary Journey


Client: The Macallan

When two premium brands, Bentley and The Macallan came together to deliver a unique and cultural experience in the world-renowned whisky making region of Speyside, it was a privilege to be asked to aid in the development and deployment of the bespoke customer journey being undertaken.

From September 2021, customers could book onto ‘An Extraordinary Journey’ exploring The Macallan Estate located in the Speyside region of Scotland a chauffeuring driven Bentley’s Bentayga Hybrid. Hosted by an expert member of The Macallan Team, guests would travel throughout Speyside learning of the rich cultural heritage and The Macallans proud history and have a private tailored distillery tour and tasting. As guests are chauffeur driven, there are plenty of opportunities for ‘dram stops’ in some of Speyside’s picturesque locations. Ignition’s in-house developed app, CoDriver, was to play the starring role in the drive experience. CoDriver is a unique training solution we developed for automotive events, but its application is ideal for the retail space. CoDriver uses GPS to create an individual journey and a story en-route with narrated content, in this case the focus was about Speyside, Bentley Motors and The Macallan distillery. The immersive customer experience brings the partnership between The Macallan and Bentley to life, during which guests learn about the sustainable commitments on the Macallan Estate, the processes in place to achieve this and the visions for the future. The successful use of CoDriver has been well received by customers and client alike.