SINGAPORE. Diageo Global Travel has partnered with Lotte Duty Free and Changi Airport Group to launch the Johnnie Walker Blue Label pop-up in Changi Airport.
The omnichannel pop-up is the first in Asia Pacific travel retail. It is located in Terminal 3 and will run from 24 June to 11 August.
The multi-sensory activation invites travellers to discover the expression through tastings, LCD back-wall displays and surround-sound headphones. At the gifting station, travellers can personalise their purchases with bespoke gift wrapping and customisable luggage tags, underlining Johnnie Walker’s gifting appeal.
The Johnnie Walker Blue Label pop-up is supported by an omnichannel campaign that engages travellers at every point of their journey.
Travellers are given the opportunity to pre-order a bottle of Johnnie Walker Blue Label before their trip. Once the purchase is confirmed, they can collect their bottles at the iShopChangi Collection Centre at the airport.
In addition, the animation is supported by a high-profile media campaign broadcast on digital screens in Terminal 3 Arrivals and Departures. The campaign went live on 30 June and will drive traffic to the activation.
The pop-up was officially unveiled with a special event hosted by Diageo Global Travel, Changi Airport Group and Lotte Duty Free.
“We are pleased to be the first in Asia Pacific to launch the new Johnnie Walker Blue Label experiential pop-up in Terminal 3, in collaboration with Diageo and Lotte Duty Free,” commented Changi Airport Group Managing Director of Airside Concessions Teo Chew Hoon.
“In addition to a multi-sensory product discovery area at the pop-up, passengers can look forward to luxurious and bespoke services as they shop at Changi Airport.”
Lotte Travel Retail Singapore Managing Director Edward Im added, “We are thrilled to be the first in Asia to launch the stunning new Johnnie Walker Blue Label experiential hub to enhance our retail proposition for the ever-evolving travellers.”
“We’re delighted to see this new brand concept for Johnnie Walker Blue Label being launched in Changi, opening a world of luxury for Changi passengers to experience,” commented Diageo Global Travel Commercial Director for APAC Sandra Tassilly.
“Our Trinity partnership with Changi Airport and Lotte, empowers us to connect with luxury shoppers at the airport, which is vital for our growth within the region. Working together to bring this omnichannel approach to APAC, offering shoppers pre-travel online purchases and a personalised and multi-sensory tasting experience, will not only appeal to the luxury shopper but also a new generation of whisky drinkers, which is really thrilling.”
Tassilly concluded, “We’ll continue to build on this strong partnership to accelerate the recovery and plan for the future success of travel retail in APAC, delivering outstanding service and the perfect gifting solutions for shoppers to enjoy.”
