INTERNATIONAL. The Macallan, part of Edrington Group, is celebrating the travel retail-exclusive Colour Collection in global travel retail with vibrant experiential activations in key travel retail locations globally.
The dynamic campaign represents a significant investment from Edrington Global Travel Retail and includes pop-ups, high-profile promotions and OOH media. According to the brand, the campaign was designed to drive awareness and recruitment through impactful storytelling and underlines its commitment to the channel.
The Macallan is running large-scale pop-ups at Hong Kong, Beijing Capital, Shanghai Pudong and New York John F. Kennedy international airports.
The pop-ups feature The Macallan’s refreshed brand identity, which takes inspiration from the brand’s spiritual home, The Macallan Estate. They invite shoppers to discover the range through innovative touchpoints and rich design elements that tell the story of the launch and The Macallan’s ongoing collaboration with American graphic designer David Carson.
Shopper engagement is a key part of the journey with an interactive augmented-reality experience bringing the story of The Macallan Colour Collection to life.
As reported, the pop-ups follow last year’s successful debut of The Macallan Colour Collection with Lotte Duty Free at Singapore Changi Airport from 1 September to 18 October.
This activation was followed by a large-scale animation at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay in partnership with China Duty Free Group.
Both activations featured a colourful gallery scheme, which showcased the travel retail-exclusive range via a life-size art piece that echoed the curves of The Macallan Distillery.
The Macallan is also running high-profile promotions and activations in key airports in EMEA travel retail. These include Paris Charles de Gaulle, Dubai International and Heathrow airports.
In the Americas, high-profile promotions are running at New York JFK, Los Angeles and San Francisco international airports. The promotions tell the story behind the Colour Collection while Brand Ambassadors offer guided tastings.
To support the campaign, The Macallan has rolled out a significant OOH media takeover at Hong Kong, Dubai, Shanghai Pudong, Singapore Changi, Paris Orly, Paris CDG, Heathrow, Miami and Los Angeles international airports which engage with travellers at all points of their journey.
At LAX, The Macallan unveiled a vibrant digital collage designed by David Carson which exhibits the key visual influences of the range.
Edrington Global Travel Retail Regional Managing Director Jeremy Speirs commented: “The Macallan Colour Collection has received an overwhelmingly positive response from both retailers and consumers globally since launching last year. It’s clear that consumers are enjoying being able to engage with the brand through our extensive programme of activity.
“The significant investment behind the Colour Collection launch underlines our unwavering commitment to the channel and we’re excited to bring this impressive new collection to life to even more consumers over the coming months.”
The Macallan Colour Collection is made up of five age statement single malt Scotch whiskies. The range spans all the colours of the whisky spectrum, showcasing the natural hues derived from maturation. It begins with the golden oak-toned 12 Year Old, 15 Year Old, 18 Year Old and 21 Year Old, all the way to the burnished chestnut of the 30 Year Old.
2024 marks the 200th anniversary of The Macallan, which is kickstarting celebrations with the reveal of a ‘200 Years Young’ logo and refreshed brand identity. ✈
