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Schiphol Airport Retail and Diageo have created an upscale brand environment to highlight the qualities of Johnnie Walker Blue Label and luxury line extension King George V Edition |
NETHERLANDS. Diageo Global Travel & Middle East (GTME) is taking its “˜Passport to Luxury’ experience to Amsterdam Airport Schiphol for the month of June, in association with Schiphol Airport Retail (SAR).
The activity emphasises the premium products of Johnnie Walker Blue Label and Johnnie Walker Blue Label King George V Edition within Diageo’s portfolio, emphasising that these brands bring consumers their “˜passport to luxury’. The execution at Schiphol includes a stylish, rich blue themed emporium on the concourse.
Reminiscent of retailing in London’s Bond Street, the emphasis is on ‘premiumisation’ through a luxurious retail environment, conveyed through brand experts. Shoppers will be able to engage in “˜Passport to Luxury’ 24 hours a day, with brand ambassadors acting as hosts in the blue emporium day and night. Diageo said this would offer “the Johnnie Walker Blue Label experience as well as the opportunity to purchase a personalised engraved bottle of Johnnie Walker Blue Label and King George V Edition”.
Brand ambassadors will be dressed in stylish blue uniforms and communicate their knowledge of the brand as well as deliver an engaging level of customer service, said Diageo.
Diageo GTME Marketing Director Nick Robinson said: “The arrival of “˜Passport to Luxury’ at Schiphol Airport is in direct response to the growing global demand from consumers for premium products delivered within irresistible retail environments. Consumers are increasingly more discerning and continue to look for compelling product offerings that surprise – presenting an absolutely unique purchase.
“This execution presents our superb brands as part of a unique overall experience. From being engaged by knowledgeable brand ambassadors in an exciting situation through to the offer itself, the execution of “˜Passport to Luxury’ fulfils on all these levels.
“This success of brand executions in Asia followed by the US last year, re-affirmed “˜Passport to Luxury’ as the perfect theme to highlight our premium products”.
Marijtje Ophof, Category Manager, Schiphol Airport Retail said: “We’re committed to providing our customers with an exciting breadth of offer in an irresistible retail environment. “˜Passport to Luxury’ is a tailor made brand experience that will feature prominently in the middle of our lounge offering customers the opportunity to enjoy a unique, sophisticated occasion in which to discover a premium brand like Johnnie Walker Blue Label”.
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