UAE. Diageo Global Travel Retail is celebrating the fifth release of the limited-edition Johnnie Walker Blue Label ‘Ghost’ and Rare Port Dundas expression with two new immersive experiences at Dubai International Airport (DXB).
The pop-ups, launched in partnership with Dubai Duty Free, are located in Terminals 1 and 3, bringing the expression to life through a series of experiential and retailtainment elements. They run until 28 February.
The pop-ups invite travellers to discover the Johnnie Walker Blue Label Ghost and Rare Series Port Dundas expression through bespoke sampling bars and multi-sensory product discovery areas. In addition, travellers can personalise their Johnnie Walker purchases with customisable luggage tags and gift bags as special gifts with purchase.
The latest release in the series, the new line highlights the character of the Glasgow ‘ghost’ distillery of Port Dundas.
The omnichannel campaign is carried on high-profile digital media throughout the airport. This is supported by advertisements on Dubai Duty Free’s online and social media channels.
The expression blends creamy, wood notes from Port Dundas with the vanilla and soft smoke flavours from the ghost whiskies of Cambus and Borra original stocks. Other rare whiskies included in the blend are from Cameronbridge and Glenkinchie which offer spiced apple notes alongside Clynelish, Dailuaine and Auchroisk, which offer aromas of peaches and berries.
Diageo Global Travel Commercial Director for APAC, MENA Sandra Tassilly commented: “We are opening up a new world of luxury for passengers to explore in Dubai with this Port Dundas experience. Our partnership with Dubai Duty Free and Dubai International Airport enables us to engage with luxury shoppers in MENA, vital for our growth within travel retail.”
“Our immersive lounges and omnichannel approach, offer travellers pre-travel online purchases and a personalised and multi-sensory tasting experience. Blending the digital with the in person. The striking ooh media campaign supporting the experiential hubs, engages with passengers as they make their way through the terminals. This investment really demonstrates our commitment to the region and our desire to be alongside the passenger at every step of the journey.”
Dubai Duty Free Senior Vice President Purchasing Sharon Beecham added: “We are pleased to be partnering with Diageo Global Travel to launch the new Johnnie Walker Blue Label experiential lounges. In addition to a sensory product discovery including sampling and visual engagement, passengers can, more broadly look forward to all sorts of other luxurious and bespoke services as they shop at Dubai Duty Free.”✈
