To coincide with the launch of the first Haig Club Single Grain Scotch Whisky Limited Edition Design bottle, Diageo Global Travel & Middle East has installed a series of large-scale activations in leading travel retail outlets.
To support the arrival of the travel retail exclusive in global airports, Diageo GTME had made a big investment in bringing to life the new design for travellers through what it describes as “big, bold activations and increased shelf space”.
Blue is the colour: Haig Club’s recent activation built the brand’s profile among travellers at Heathrow Airport |
At London Heathrow Airport, Haig Club took over large interactive screens to stage themed content to travellers. These screens served as a backdrop to a dedicated activation area where the new bottle was displayed and brand ambassadors interacted with passengers through a special body art stamping activation.
Here, Brand Ambassadors stamped shoppers hands with scented ink, inspired by the different notes in the flavour journey of the whisky.
At Singapore Changi Airport, a similar large-scale activation took place. As well as a branded activation space with video content on large screens, brand ambassadors offering body art stamping and special product displays, shoppers had the opportunity to sample the flavours of the brand at the ultra-premium Long Bar presented by luxury hotel Raffles and DFS in Terminal 3.
At the bar, guests were offered cocktails including the Haig Clubman, which Diageo GTME said demonstrated the versatility of Haig Club. Global Brand Ambassador Will Thompson made an appearance during the peak Chinese New Year weekend to meet and greet travellers and discuss the whisky’s credentials.
Additionally a promotion ran in Changi Airport around the key gifting window of Chinese New Year: shoppers who purchased the one-litre bottle of Haig Club Limited Edition Design received a free 5cl bottle.
Diageo GTME Global Marketing Director Peter Fairbrother said: “We know that customers and shoppers alike want easy access to exclusive and superior gifts and they are looking for engaging experiences which go beyond the bottle. This is why we were delighted to give shoppers the opportunity to sip a delicious cocktail and pick up a bottle for themselves or a gift for others, in the luxury surrounds of the Raffles Bar in Changi Airport.
“Our investment in this activation, plus the dedicated brand spaces we created in London Heathrow and Singapore Changi airports and activity in Manchester and London Gatwick airports shows our commitment to innovating for the channel.”
Launched late last year, the Limited Edition Design is the first in The Decanter Series. The bottle is crowned with a standout blue, diamond-shaped stopper, and is designed to be a luxury keepsake or gift for travellers.
The new bottle is now available in limited quantities in travel retail with an RRSP of £39.
At Singapore Changi, brand ambassadors offering body art stamping and special product displays, with sampling in the Long Bar in T3 |
