Chivas Regal is launching a new campaign in travel retail, which it says will “˜reward travellers with genuine added value’. In partnership with private nightclub Le Baron in Paris, “˜The Art of Hosting’ campaign includes a limited-edition gift-pack, in-store displays and an exclusive website which brings entertaining at home to life in what is described as a sensory, 360 degree, virtual party experience.
The Chivas Regal 12 Year Old Le Baron limited-edition gift pack will be launched this November into travel retail outlets across Europe, Asia and the Gulf, before rolling out to the US in March 2012. The gift pack will retail at the same price point as standard Chivas Regal 12YO.
In selected markets the Le Baron bottle presentation will include a digital card containing a unique code that will allow travellers access to locked content, and enable them to download an exclusive ten-track playlist, selected and mixed by the Le Baron Club DJ. The site also showcases seven short films featuring the Le Baron gentlemen, Andre and Lionel, advising users on how to be the ultimate host.
Chivas Regal Global Brand Director James Slack said: “Capitalising on the global trend for entertaining at home, Chivas & Le Baron will attract attention and inspire our customers in The Art of Hosting. We also want to communicate in an engaging way and this is why we have created a strong digital platform to support the travel retail campaign. We are confident travellers will be as excited by the promotion as we are.”
In addition Chivas Regal 12YO has produced 20 bespoke trunk bars, which will be used for travel retail competition prizes. Created by prestigious French luxury trunk company Pinel and Pinel, the trunk bar includes a bottle of Chivas Regal 12YO, four branded glasses, a cocktail shaker, music docking station and iPad 2. Other activities include a branded trolley bag or holdall gwp.
