NETHERLANDS. Brown-Forman and Gebr. Heinemann have teamed up to create a Jack Daniel’s X McLaren pop-up at Amsterdam Airport Schiphol.
The animation, located in the Lounge 2 promotional point, aims to capture the attention of whisk(e)y and racing enthusiasts by presenting a McLaren Racing replica show car and a limited-edition bottle of Jack Daniel’s.
The pop-up is dressed in a sleek black and orange colour palette, reflecting the hues of the Jack Daniel’s whiskey and bottle. Travellers can sample the limited bottling or take selfies with the replica show car, to immerse themselves in the high-speed world of Formula 1. For a minimum purchase of two bottles, they can receive a complimentary gift with purchase to commemorate their visit.
The replica show car is situated in Lounge 2 throughout August while the limited-edition bottle, launched on 1 August, is available for a two-month period.
“We are thrilled to offer the Jack Daniel’s & McLaren Racing Airport Experience at our shop in Schiphol Airport,” commented Gebr. Heinemann Marketing Director Jans Peter Peuckert.
“This visually stunning display will without doubt attract passengers. It allows us to target seasoned whiskey enthusiasts while at the same time introducing the brand to newcomers. At Gebr. Heinemann, we always thrive to offer travellers an unforgettable experience – and this certainly counts as one.”
The campaign is being supported by a high-profile OOH media and digital screen campaign in partnership with Schiphol Media. The strategically placed advertisements drive traffic to the pop-up while building awareness for both brands.
Brown-Forman Global Travel Retail Marketing Director Stéphane Morizet commented: “Our mission is to elevate the brand and shopping experience, which leads us to orchestrate such exclusive initiatives. It is a rare opportunity for travellers to get up close and personal with a McLaren show car.
“To support social media engagement, visitors are encouraged to share their experience using the hashtag #McLxJD2023. Additionally, video screens will further enhance the immersive atmosphere, providing an unforgettable visual spectacle.”
Brown-Forman Global Travel Retail Vice President/Managing Director David Rodiek added: “We are pleased to partner with Gebr. Heinemann to extend our activation through comprehensive product promotions and offer a memorable and exclusive experience to the many travellers at Amsterdam Schiphol.”
“Being able to curate the two brands — McLaren and Jack Daniels — together in our shop is a great example of what we want to offer our customers and all travellers,” added Schiphol Airport Retail Managing Director Simon Asmus. “This promotion is a real eye-catcher for everybody. We are proud to be offering this special attraction.” ✈
