Leading Brown-Forman Tennessee whiskey brand Jack Daniel’s has featured in an eye-catching activation at London Heathrow Airport.
The Terminal 2 promotion – with a ‘Reach a little higher, Sip a little bolder’ tagline – ran through November, spotlighting the brand’s super-premium and travel retail-exclusive Single Barrel 100 Proof. A partnership with Plaza Premium Lounge was a strong feature of the campaign.
The Tennessee whiskey offers aromas of toasted oak barrel, vanilla, light spice and a smooth finish. Serving suggestion is neat.
Jack Daniel’s Single Barrel 100 Proof is available in global travel retail with a recommended retail price of US$66.
Brown-Forman Global Marketing Manager for Jack Daniel’s in Travel Retail Ffion FitzGerald said: “With the increased consumer appetite to trade up when travelling, it is more important than ever to showcase the world of super premium plus whiskeys that Jack Daniel’s has to offer.”
As a travel retail exclusive, FitzGerald said the expression offers travellers the “opportunity to expand their whiskey journey and elevate the moment”.
The Heathrow activation included sampling, education, consumer engagement and significant media investment, in partnership with HRG Agency, the lead agency for Jack Daniel’s in the global channel.
The collaboration with Plaza Premium Lounge offered travellers who purchased a bottle of Single Barrel 100 Proof a one-in-five chance of winning a pass to the Plaza Lounge, as well as a 20% lounge ticket with purchase.
Plaza Premium Lounge Marketing Manager for Europe Louise Burrows commented: “Plaza Premium Group is excited to be working in partnership with Jack Daniel’s for the Single Barrel 100 proof campaign in Heathrow.
“There is a clear synergy between the profile of our lounge guests and luxury spirit shoppers and this mechanic looks to add real value to their airport experience.”
