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Edrington Asia Travel Retail is celebrating the success of a promotional tour for the Macallan X-Ray Series in selected Asian airports.
The campaign highlighted the brand’s links to British photographer Nick Veasey, famed for shooting images using an X-ray machine rather than a traditional camera. For the X-Ray Series, Veasey produced images inspired by The Macallan’s six pillars – spiritual home, small stills, finest cut, exceptional oak casks, natural colour and peerless spirit – which feature on the packaging and were showcased throughout the promotion.
According to Edrington Asia Travel Retail, the campaign at Singapore Changi with DFS resulted in increased sales of nearly +30% while at Taiwan Taoyuan Airport with Tasa Meng sales grew nearly +70% compared with the same period in 2014.
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The X-ray images produced by photographer Nick Veasey feature on the product packaging and were showcased throughout the promotion |
To end the promotional tour, Edrington Asia partnered once again with DFS at Hong Kong International Airport, in its “biggest and most ambitious” promotion to date. The activation included tastings, a complementary photo card on purchase of a Macallan X-Ray Series product and a gwp branded travel bag for multiple purchases.
Edrington Asia Travel Retail Managing Director Ryan Hill said: “The Macallan X-Ray Series has once again showcased the brand’s flair and innovation to the travel retail channel. Collaborating with cutting edge photographer Nick Veasey has seen us take The Macallan into a very striking, contemporary space in terms of in-store execution, and it is clear from the results that this has resonated well with travellers. Our promotional activation in Hong Kong International Airport, the final in a series across Asia, is our biggest and most ambitious to date: the space in DFS’ store provides the perfect platform for telling the story of The Macallan and the unique X-Ray Series.”
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Edrington Asia Travel Retail Managing Director Ryan Hill said the DFS outlet at Hong Kong International provided the “perfect platform” for telling The Macallan story |
