By collaborating with the most popular tabloid magazine and event ambassadors of Turkey, the high society was invited to the parties. A Magnum Photos exhibition, Johnnie Walker Pop Gallery, which explained the production process of whisky was held and Turkish collectors were invited. The première showing of Ferzan Ozpetek, famous Turkish director, hosted by him, was held and he spoke to the guest about the backstage of the movie. The 3D video-sphere prepared in Taiwan was shown at the opening night and on the most important street of Istanbul. Bagpipers from Scotland and kilt patterns were integrated into Turkey.

Special events: 4 special events organised are:14 March Festival Opening Party at Armani Ristorante 300 visitors15 March Johnnie Walker Pop Up Gallery Photos Exhibition Opening at Akaretler: 150 visitors20 March Black Night @Sortie Hosting Onur Baştürk (very famous life style and magazine writer): 260 visitor22 March Ferzan Özpetek (film director) Movie Premier Back Stage Screening Sabancı Museum: 257 visitorsCollaborating happy hours: 30 points (including night clubs, bars, restaurants, shopping stores)Areas all through Istanbul: 8 districts of the Istanbul (Asia and European side)No. of whisky glasses offered: 2,000Amount of increase in sales: 40%