Pernod Ricard Global Travel Retail (GTR) and Maison Martell are marking the Mid-Autumn Festival with a wide-ranging campaign across Asia Pacific travel retail. It is running to 31 October.
The ‘Golden Moon’ campaign draws on the festival’s traditional themes of reunion, appreciation and sharing through high-impact visibility, festive merchandising, gifting and curated tasting experiences. It positions the Cognac house’s portfolio as a premium seasonal gifting choice for travellers.
The campaign is running at Hong Kong International Airport (CDFG), Guangzhou Baiyun International Airport (CDFG), Singapore Changi Airport (Lotte Duty Free), Macau International Airport (CDFG) and Taiwan Taoyuan International Airport.
An elevated tasting experience sits at the heart of the campaign. It pairs premium mooncakes, which are traditionally shared during the Mid-Autumn Festival, with a selection of Martell expressions.
These include travel retail-exclusive (TREX) Martell Noblige Noir, alongside Martell XO and Martell Cordon Bleu.
According to Pernod Ricard GTR, the tastings underline the role of Cognac in festive gifting and sharing occasions while encouraging travellers to explore different expressions within the Martell portfolio.
In addition, a gift-with-purchase mechanic further enhances the campaign’s gifting appeal. Travellers who make qualifying purchases can receive a navy-blue tote bag featuring Maison Martell’s signature golden swift, with purchase thresholds varying by market.
Pernod Ricard GTR is extending the campaign beyond the immediate point-of-sale through a mix of Out of Home and retailer media drive. Supported by travel retailers Avolta and China Duty Free Group (CDFG), the media programme will amplify the ‘Golden Moon’ campaign across airport and downtown locations.
Pernod Ricard Global Travel Retail General Manager, Asia Pacific Antonio Duva said, “Across Asia, Martell is the top choice for gifting and celebratory occasions which is why it is so important that Pernod Ricard positions this prestige spirit at the heart of this beloved festive period.
“With people travelling all over China and Asia Pacific to reunite with loved ones, it’s the perfect opportunity to elevate Martell’s brand visibility even further, and reinforce its position as the perfect partner for convivial moments.” ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, spirits & wine distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. EPISODE 5In this episode, we stay with the house of Misaka. This time around Harry takes us up the premiumisation ladder, as he introduces Misaka 18 Years Old Pure Malt Mizunara Cask and its 21 Years sibling. Like its predecessor edition, Episode 5 was shot inside Harry’s acclaimed Mexican restaurant in Wan Chai, Hong Kong, El Gordo Tacos & Grill. Brands or retailers wishing to participate in the TREX Factor should contact Martin Moodie at Martin@MoodieDavittReport.com |
