ASIA PACIFIC/USA. Pernod Ricard Global Travel Retail (GTR) is celebrating Maison Martell’s limited-edition Year of the Horse collection with a bold makeover of The Moodie Davitt Report desktop homepage, along with an elegantly curated treatment of our mobile website.
The festive treatment captures the spirit of Chinese New Year with red-and-blue brushstrokes and gilded calligraphy, marrying Martell’s heritage craftsmanship with contemporary flair.
The limited-edition Martell bottles and gift boxes, including three Year of the Horse travel exclusives, were launched in December. The release is supported by an omnichannel master-brand campaign and multiple travel retail activations across key locations in Asia Pacific and the USA.
Pernod Ricard GTR Director, Prestige Brands & Champagne Andrew Bardsley commented at the time of the launch: “Powered by social media and the incredible expertise within the Pernod Ricard GTR team, this stunning Year of the Horse collection and 360-degree marketing campaign will ensure we regain share of voice and anchor Martell as the top choice for gifting and celebratory occasions.”
The range has been created in collaboration with contemporary artist He Datian, whose expressive brushwork and bespoke Chinese calligraphy (shūfǎ) form the visual centrepiece of the collection.
The horse motif carries cultural significance while also referencing the Mandarin word mǎ – a phonetic link to the Maison’s name, Martell.
He Datian created illustrations corresponding to the personality of each Cognac, across Martell VSOP, Martell Noblige Noir and Martell Cordon Bleu. The artist’s work is also reflected on a special-edition box for Martell XO with shining gold and silver tones.
As reported, a gallery-style Martell Year of the Horse activation is running until 25 February at Singapore Changi Airport. Pernod Ricard GTR partnered with Lotte Duty Free and Changi Airport Group to unveil the pop-up in Terminal 3.
The activation offers guided tastings of Martell Cordon Bleu and Martell Noblige Noir Year of the Horse limited editions, paired with festive confections. An interactive touchscreen encourages travellers to create personalised Lunar New Year wish cards using digital brush strokes inspired by He Datian’s calligraphy.
In addition to Singapore, the Martell Year of the Horse high-profile promotions are being rolled out across key travel retail hubs in China, Malaysia, Thailand, Japan and Australia. ✈
