PACIFIC. “Creating a destination at the airport.” That’s how Lagardère Travel Retail has described its recently completed World Whisky Tour promotion, which was conducted across Aelia Duty Free’s Pacific network.
The campaign ran through May and June in Aelia Duty Free airport stores in Auckland, Christchurch, Queenstown, Adelaide, Cairns, Perth and Avalon. It culminated in one shopper – an Aucklander and regular customer – winning the A$10,000 (US$7,000) grand prize after purchasing three bottles of Johnnie Walker Red Label (whose brand owner Diageo Global Travel was a platinum partner) in a 3 for NZ$89 (US$60) offer.
Lagardère Travel Retail said that the campaign took a holistic approach focused on the broad whisk(e)y category across single malts; blends; American, Irish and Canadian whiskies; and whisk(e)y liqueurs from around the globe.
Lagardère Travel Retail CEO for Pacific Region Przemek Lesniak described the promotion as “a complete category approach to captivate customer preferences”.
He continued, “We want to bring discovery and excitement to our customers’ shopping journey when they’re at the airport. The World Whisky Tour promotion offered an opportunity to experience and learn about the many different whisky styles from around the world, and we thank our key suppliers who partnered with us in this strong activation.”
Customers became eligible to enter the promotion when they spent over A$59 (US$41) from the entire whisk(e)y category, with bonus entries gained for purchases from partner brands. The campaign received positive backing from key airport landlords and was supported by major brands including platinum partners Canadian Club, Southern Comfort, Glenfiddich, Johnnie Walker, The Glenlivet, Jack Daniel’s, and key brand partners Glenmorangie, Jim Beam, Wild Turkey, Jameson, Aberfeldy and Ardbeg.
The promotion highlighted the significance of delivering “exceptional experiences” to customers, Lagardère Travel Retail said.
This year’s campaign featured a larger range of whiskies, including international leading whisky liqueurs from Southern Comfort and local craft brands such as Starward; world leaders in single malts and blended whisky including Glenfiddich, The Glenlivet and Glenmorangie; and first-time World Whisky Tour partners Jack Daniel’s and Aberfeldy.
Supplier Soundbites Regional Director of Pernod Ricard for Pacific Travel Retail Brendan Coogan: “We understand the importance of getting behind category-led activations that deliver new experiences for travellers with The Glenlivet and Jameson brands, and both these brands have achieved tremendous growth through this promotion.” Southern Comfort Australia Brand Manager Emma Fogarty: “The execution of the promotion is incredibly eye-catching and helps to draw customers into the category and educate on the diversity of styles available. Since the recent inclusion into the Sazerac whisk(e)y portfolio, Southern Comfort has placed renewed energy and focus on the quality of our whisk(e)y base.” Bacardi Global Travel Retail Regional Director Asia Pacific Gaurav Joshi: “Lagardère Travel Retail share our passion for creating unforgettable shopper experiences, and this promotion is not only a fantastic celebration of the whisky category, but the perfect showcase for our single malts, including the Aberfeldy 12yo Gold Bar Tin.” Starward – New World Whisky Distillery Marketing Manager Kylee Finn: “We are thrilled to be part of this activation which sees Starward Whisky further expand its footprint across the Pacific region. Inclusion in this promotion is evidence of just how far we’ve come as a craft whisky brand to offer the world a distinctively Australian whisky matured in red wine barrels.” |
