US. LVMH-owned Cognac house Hennessy has partnered with DFS Group to launch an immersive basketball-themed activation at Los Angeles International Airport (LAX). The animation in Terminal B celebrates the third season of Hennessy’s basketball collaboration.
The experience was inspired by Hennessy’s ‘Never Stop, Never Settle’ mantra and invites travellers to engage in a fun and dynamic basketball game.
The pop-up is fashioned like a basketball court and seeks to recreate the high energy and excitement of a game. It is dressed in iridescent colours with concrete finishes and circular white spaces, with famous basketball jerseys hanging on the walls.
A digital game is one of the standout features of the animation. Travellers are welcomed via virtual avatars and can select from three gaming universes in an attempt to break shot blocking records. Winners receive a sleek gold and white basketball and all players are gifted photo memories as souvenirs of the experience.
From 1 November to 31 December, Hennessy is showing an eye-catching 12,300sq ft. LED installation which displays a striking black basketball on the rooftop of the approach to LAX. The installation features the phrase ‘Take Flight’, and drives awareness with international and domestic travellers flying into Los Angeles.
The pop-up shines the light on limited collector’s editions of Cognac Hennessy V.S and Hennessy V.S.O.P. The expressions feature striking basketball design elements to celebrate Hennessy’s ongoing basketball collaboration.
The animation is supported by paid and organic media campaigns, running alongside local marketing campaigns and influencer activities. It is further amplified by high-profile ooh digital advertising at LAX.
“With not one, but two storied teams, LA is truly a basketball city, and LAX is the perfect airport to leverage Hennessy’s global collaboration,” commented DFS Managing Director North America Martin Matthews. “We are pleased to partner with Hennessy on this campaign which aligns with our vision to put engaging retail at the heart of the passenger experience and offer innovative and memorable concepts to our customers
Moët Hennessy Asia Pacific, Global Travel Retail & Private Sales President Laurent Boidevezi added: “Bringing to life Hennessy’s basketball collaboration at LAX in such high-profile, engaging fashion, takes the brand — and indeed the Cognac category — into bold new territory.
“Our approach ensures we are able to engage with a new generation of consumers across multiple touchpoints before, during and after travel, tapping into the excitement and global popularity of basketball. This immersive approach lives out the mantra of ‘Never Stop, Never Settle’ and we are delighted to have a partner in DFS that shares with us this spirit of ambition.”
