Pernod Ricard Global Travel Retail partners with Culture Trip in global Chivas XV campaign

Pernod Ricard Global Travel Retail has partnered with tech start-up Culture Trip to highlight Chivas XV Scotch whisky through a digital and airport media campaign.

The three-month global promotion ran across key markets including Dubai International, London Heathrow and Hong Kong International airports.

It focused on turning “ordinary experiences into extraordinary memories” and set out to prove that “serious whisky does not need to be enjoyed in a serious setting”.

Chivas XV featured in an eye-catching promotion with Duty Zero by cdf at Hong Kong International Airport.

Scotch whisky fans were encouraged to enjoy the spirit in a new way. A bespoke online article detailed seven ‘Extraordinary Experiences’ which included a desert festival, midnight raves in Roman baths in Bulgaria, and a New Zealand cave lit by glowworms. The campaign included social media activity and geo-targeted key travellers.

An ‘extraordinary’ glowworm scene in New Zealand’s Waitomo Caves: Just one of the experiences that Culture Trip pairs with Chivas XV.

The 15yo blended Scotch whisky was launched in July in major airports as a travel retail-exclusive expression. It featured with Delhi Duty Free in India and was available on the Chinese domestic market before rolling out globally earlier this month.

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