UK. Chivas Brothers has unveiled its first above the line campaign in the travel retail channel. Chivas Regal’s global advertising campaign, “˜This is The Chivas Life’, launched in the travel retail environment in early April, targeting the brand’s key travelling nationalities.
The campaign focuses primarily on using strategically located high-impact sites in airport departure areas, while inflight media will be used to provide tactical support. The first phase will see the introduction of airport signage in a variety of media formats at New York JFK, Tokyo Narita and Hong Kong International amongst other international airports selected by Pernod Ricard World Trade (PRWT) and Chivas for their relevance to key consumer nationalities.
The inflight campaign, which comprises both magazines and television, has been devised to capture travellers at a key moment when they are more receptive to advertising messages. The magazines targeted include British Airways’ High Life, Iberia’s Ronda, Air France’s Magazine, and United Airlines’ Hemispheres, amongst others.
Pernod Ricard World Trade marketing director James Clarke commented: “We are delighted Chivas Brothers have chosen travel retail as a strategic element in the roll out of the “˜This is The Chivas Life’ campaign internationally.
This is testament to the channel’s unique ability to act as a showcase for premium brands and demonstrate our joint commitment to growing Chivas’ franchise with travellers. Chivas Regal saw good volume growth in travel retail during 2003 despite difficult conditions, and I’m sure the new campaign will help us accelerate that growth going forward.”
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