UAE. Pernod Ricard Global Travel Retail (PR GTR) and Chivas Regal, Team Partner of Scuderia Ferrari HP, are midway through a multi-dimension pop-up campaign in the UAE to mark the season-ending Abu Dhabi Grand Prix (5-7 December).
The promotion is running throughout December with Lagardère Travel Retail at Zayed International Airport, Abu Dhabi and with Dubai Duty Free at Dubai International Airport (DXB).
The campaign spotlights the new-look Chivas Regal 18 Year Old and reinforces the brand’s connection to global motorsport culture.
At Zayed International Airport, PR GTR and Chivas Regal have partnered with Lagardère Travel Retail under the overarching Abu Dhabi Duty Free brand to deliver an extensive programme of pop-ups and exclusive promotions in both departures and arrivals.
The campaign centrepiece is a hero arrivals pop-up showcasing Chivas Regal’s partnership with the famed Italian racing team.
It incorporates the brand’s signature golden luckenbooth (a Scottish heart-shaped brooch) emblem alongside bold visual cues, interactive games and immersive storytelling to engage travelling motorsport fans.
Lagardère Travel Retail UAE Marketing VP Renee Mallia commented: “Whether arriving or departing at Zayed International Airport, passengers won’t be able to miss our stand-out installations in celebration of the Abu Dhabi Grand Prix and the Chivas Regal x Scuderia Ferrari HP partnership.
“This activation reflects our shared commitment with Pernod Ricard Gulf to transform the passenger experience through delivering immersive experiences, driving commercial innovation, and setting new benchmarks of excellence.”
Beyond the airport environment, Pernod Ricard Gulf extended the experience to the racetrack with a Regal Terrace Experience at the Abu Dhabi Grand Prix.
Guests were hosted in a dedicated Chivas Regal suite, bringing the brand’s spirit to life through elevated trackside hospitality. The experience included curated Chivas Regal cocktails, live entertainment and a premium vantage point overlooking the race action.
At Dubai International Airport Terminal, Chivas Regal has secured prominent visibility in partnership with Dubai Duty Free.
There, PR GTR is highlighting Chivas Regal 18 and the recently launched Chivas Regal Crystalgold across departures and arrivals. The dual Chivas campaign is featured through a network of digital screens throughout the concourse in collaboration with Dubai Duty Free, Dubai Airports and JCDecaux.
Striking Dubai Duty Free promotions promote the Chivas Regal and Scuderia Ferrari HP partnership and highlight Chivas Regal Crystalgold displays.
Dubai Duty Free Senior Vice President Purchasing Sharon Beecham commented: “On track for a landmark year in travel retail, Dubai Duty Free announced record sales of AED876.56 million (US$240.16 million) in November, with liquor among our top five-performing categories and arrivals sales recording a +14.27% increase year-on-year.
“We are confident that this high-value partnership between Chivas Regal and Scuderia Ferrari HP will resonate strongly with travellers in the UAE and heighten visibility of the Chivas range, which is already hugely popular here.”
The partnership between Chivas Regal and Scuderia Ferrari HP, struck last year, is founded on shared values of “craft, innovation and luxury”. The alliance underscores Chivas Regal’s ambition to strengthen its relevance within modern sports culture, the brand house said.
Earlier this year, Ferrari Formula 1 driver Charles Leclerc was appointed a Global Brand Ambassador for Chivas Regal, amplifying the brand’s association with elite motorsport.
Pernod Ricard Middle East CEO Pierre-Aymeric Du Cray commented: “Whisky consumers are increasingly seeking lifestyle-driven experiences and cultural relevance and we know that high-stakes motorsports has a rapidly growing global fan base, especially among 18 to 30 year-olds.
“This, combined with high levels of affection for Chivas Regal in IMEA, make this ‘big bang’ dual activation a no-brainer for us. Travel retail remains a key touchpoint for premium brand storytelling and conversion and this year there has been none greater than our partnership with Scuderia Ferrari HP.” ✈
