Our regular feature celebrates memorable scenes, moments, launches and campaigns from the global aviation and travel retail sphere.
SOUTH KOREA. Incheon International Airport offers some of the most high-profile advertising opportunities in the travel world and with both inbound and outbound tourism rapidly recovering, Diageo deemed it optimum timing for a major seasonal campaign at the Korean gateway.
Courtesy of Hyun Lee from Incheon advertising concessionaire Dong-A, we present these striking shots of the Lunar New Year campaign for Johnnie Walker Blue Label Year of the Rabbit limited edition at terminals 1 and 2.
The giant T1 LED screen is one of the biggest and most impactful advertising installations on the global airport scene and is deployed with spectacular impact in the visualisation of the ultra-premium blended whisky’s new expression.
The packaging, created by young Chinese fashion designer Angel Chen, features a dynamic, modern interpretation of 2023’s Zodiac animal, the rabbit.
“Symbolising mercy, elegance and beauty, the rabbit signifies longevity in traditional Asian culture and as an echo of the Johnnie Walker motto, Keep Walking, prancing rabbits are captured bounding amongst mountainous peaks,” Diageo notes.
Note: In late December, Incheon International Airport Corporation issued the long-awaited Request for Proposals for the duty free retail concessions at Terminals 1 and 2. Click here for our detailed analysis of that tender.
