Case Study / Luxury Experiences
For an overnight stay in the Hudson Valley, Impulse gave The Macallan’s guests a private concierge from arrival to the final gallery.
Impulse sent each guest their pickup details, the itinerary, directions around INNESS and their ride home.
Arrival
Pickup time and driver
Stay
Itinerary and map
Departure
Ride home
Guest galleries filled up during the stay. VIP photos stayed private until the embargo lifted.
350+
Gallery views
500+
Photos opened
100+
Downloaded
The role Impulse played
TIME:SPACE Sherry Cask was a two-day stay at INNESS in New York’s Hudson Valley. Guests were driven up from their homes, hotels and the airport, shared lunch and dinner built around The Macallan’s sherry cask story, slept in private cabins and were driven home the next morning. Impulse was the one number they needed for all of it, and it carried the story too: each chapter, The First Influence and The Final Influence, arrived by text before the meal it belonged to. The Macallan first worked with Impulse on its TIME:SPACE anniversary celebration.
Lunch at a long table on the INNESS lawn, with the cabins behind.
Guest-facing output
Guests never filled in a form. Impulse loaded The Macallan’s RSVP list before the stay, then sent everything guests needed to one private SMS or WhatsApp thread: when their car would arrive, what the two days held, and where to find their photographs.
Welcome, Sophie, to The Macallan TIME:SPACE Sherry Cask at INNESS. This number will serve as your private concierge throughout your stay, with schedule updates, directions, and access to your private photo gallery. Reply STOP to opt out.
Good morning, Sophie. The Macallan welcomes you to TIME:SPACE Sherry Cask at INNESS. Your driver will call or text when they arrive at your location. View today’s itinerary:
Guests did not sign up. Impulse messaged The Macallan’s RSVP list directly, starting with a welcome and each guest’s own pickup details.
Sophie, your first photographs are ready. Your private gallery will continue to update throughout the experience: gallery.impul.co/macallan-time-space-sherry-cask @themacallan #themacallan
Cocktails begin at 7PM in the barn. Depending on the rain, the evening may continue outdoors; we recommend layers.
Through the day, Impulse sent the first photographs as they were ready and told guests where the evening would be.
Your picture will appear in this gallery as they are taken.
Photos arrived in a private gallery that kept updating during the stay and opened in full at farewell.
The same private number can answer guests too. These example conversations show how a question about the property, the menu or a ride home gets a direct reply in the thread.
Hi, where is the spa? I’m by the main pool.
The spa is beside the cabins, a short walk down from the main pool. If you would rather be driven, dial 0 on any house phone and INNESS transportation will collect you.
A guest asks for directions and gets an answer in the same thread.
Hi, where is the spa? I’m by the main pool.
The spa is beside the cabins, a short walk down from the main pool. If you would rather be driven, dial 0 on any house phone and INNESS transportation will collect you.
Do you have a vegan option for dinner tonight?
Yes. We have let the kitchen know, and a vegan main will be ready for you at dinner in the barn at 7 PM.
A menu question is passed to the hosts before dinner.
Hi, where is the spa? I’m by the main pool.
The spa is beside the cabins, a short walk down from the main pool. If you would rather be driven, dial 0 on any house phone and INNESS transportation will collect you.
Do you have a vegan option for dinner tonight?
Yes. We have let the kitchen know, and a vegan main will be ready for you at dinner in the barn at 7 PM.
Could I leave a little later tomorrow? 1 PM would be ideal.
Of course. Your car back to the city is now booked for 1:00 PM tomorrow. Your driver will text you when they arrive.
A guest moves their ride home without calling anyone.
Wayfinding
INNESS is a large property. Lunch, the spa, the cabins and the barn are a walk or a drive apart, and the afternoon between lunch and dinner was free time. Impulse sent the property map as lunch ended and told each guest the moment their cabin was ready.
Guests were new to the property and had a free afternoon to fill before cabin check-in at 4:00 PM.
The end-of-lunch message with this map of INNESS, then a text when their cabin was ready to move into.
The afternoon is yours, Sophie—enjoy your selected activity on the property before cabin check-in at 4:00 PM. When you are ready, you may walk or be driven to your activity. Explore the property:
Sophie, your cabin is ready. Please meet at the front desk to finalize check-in and be driven to your room by INNESS transportation services.
A guest opens a photo in their private gallery and saves it to their phone.
Guests who downloaded saved 4.5+ photos each to their phones.
sherrycask.guest
INNESS, Accord NY
sherrycask.guest A night in the barn 🥃 @themacallan #themacallan
An example post: the photo goes out with @themacallan and #themacallan to the guest’s own followers.
Social amplification
Impulse delivered professional photographs while the stay was still happening, not days later. The message that delivered them also carried @themacallan and #themacallan, so guests had a share-ready photo and the tags to post it with at the moment they most wanted to. Every post took The Macallan to that guest’s own followers. VIP photos followed once the embargo lifted.
Client-facing output
VIP and standard guests were on separate lists, each with its own welcome, schedule messages and gallery release. Impulse ran both and reported back to The Macallan on messages, galleries and downloads.
TIME:SPACE Sherry Cask
VIP guest flow
Welcome
Your images will remain private and will be released in a private personal gallery after the official embargo lifts on September 17th.
Each list had its own welcome and its own gallery release, so VIP photos stayed private until the embargo lifted.
Event insights
Messages, galleries, and downloads
Guest activity
Download signal
High intent
Channel health
Strong
Two guest flows
VIP and standard guests received their own versions of each message
Personal logistics
Pickup and drop-off messages were set up per guest location
Gallery attention
Views, photo opens and downloads for each guest list
Channel health
No guest opted out on either list
The Macallan saw how both guest lists used their galleries, without any guest data made public.
For your next event
Impulse kept every guest’s plans, directions and photos in a single text thread, from the car that collected them to the gallery they took home.
Guests never had to ask where to be or when. The Macallan’s story reached every guest in its own words before each meal, and VIP photos were released only when the brand was ready.
