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Travellers can pilot a virtual plane around the skies to collect gold medals at both Changi and Hong Kong airports as part of the promotion |
INTERNATIONAL. Chivas Regal brand owner Pernod Ricard has launched a new global TV and print advertising campaign entitled “˜Live with Chivalry’ which is being showcased in Asia and Brazil duty free markets with high-visibility in-store promotions.
The campaign builds on the successful “˜This is the Chivas life’ campaign launched in 2003, and celebrates the concepts of brotherhood, honour, class and sophistication, said the brand owner.
The Asia duty free promotion began in October and runs until January 2009, offering customers a pair of aviator sunglasses when they buy one bottle of Chivas Regal 12yo or a Chivas travel pilot bag if they buy two bottles of Chivas Regal 12yo, or one bottle of Chivas Regal 18yo. With either purchase, customers can enter a grand prize draw to win a Top Gun Flight Knights experience for two in the UK.
Games will also form part of the promotion. At Singapore Changi and Hong Kong airports, travellers can manoeuvre a plane around the skies to collect gold medals using a pilot’s joy stick as part of an interactive gaming experience.
The promotion will also run online, subject to a purchase, at chivasknights.com.
Pernod Ricard Asia Duty Free Regional Marketing Manager Gloria Song said: “The Live with Chivalry campaign is tailored towards male travellers aged 28 to 40 years. The innovative Flight Knights promotion brings the concept of the modern knight to life in the duty free environment which, according to our recent Chivalry Lifestyle Consumer Survey, appeals to our target audience.”
The Live with Chivalry advertisements first appeared in stores in Sao Paulo and Rio de Janeiro airports in October for six weeks. The promotion featured over 40 branded visual elements placed throughout the airports and in duty free stores in both Departures and Arrivals. The ads showcased the Chivas Regal range, including Chivas Regal 25yo.
Pernod Ricard Americas Travel Retail Director of Marketing Saul Sola explained: “We are confident the new Live with Chivalry campaign will be embraced by international travellers. Together with advertising in consumer lifestyle magazines, interactive media, and eye-catching in store promotions support, the new campaign is the ideal vehicle to convey Chivas Regal’s new brand proposition.”
Further launches will take place in Spring 2009, when Pernod Ricard Americas Travel Retail will launch Chivalry through an HPP with another key customer in US duty free. This promotion will showcase window displays and other in-store theatre media.
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