The TREX Awards revealed: Honouring the best in travel retail-exclusive excellence (4)

Welcome to the results of the second annual TREX Awards.

Following the success of the inaugural edition last year, The Moodie Davitt Report is delighted and proud to reveal the results of this trailblazing celebration of the finest travel retail-exclusive (TREX) products and related innovations worldwide.

Spanning multiple categories, TREX recognises differentiation and excellence within travel retail, shining a spotlight on products, campaigns and collaborations that deliver unique, channel-specific value to travellers.

The top performer in each category secures the prestigious Winner title, awarded to the entry that best embodies unrivalled excellence. Gold and Silver follow where merited, acknowledging fellow excellent initiatives that distinguish, resulting in a tiered celebration of the industry’s most outstanding channel-exclusive products and innovations.

The TREX results follow below by category. Silver and Gold (when awarded) are listed first, followed by the Winner.

Last week we revealed the results of the Children’s Products, Confectionery & Food and Cosmetics categories.

That announcement was followed by the TREX Destination Merchandise, Fashion and Accessories and Fragrances results.

And we capped an exciting week with the TREX Spirits, Tobacco and Smoke-Free Products, Wellbeing and Wine results.

Today we bring you the judges’ findings on the most competitive category in this year’s TREX Awards (TREX Marketing Campaign) and a special Judges’ award – Best TREX-Related Communications and Concept.

Tomorrow is the big finish as we reveal the results of the hugely competitive TREX Collaboration between a Brand and Retailer (and/or Airport) category and and another special Judges’ award (Best CSR-Related TREX), topped off by the final flourish as we announce The Patogotitan Award – the highest-ranked TREX across all categories.

Silver: Portugal Duty Free Happy Charity Puppets – Portugal Duty Free (ARI/ANA Aeropuertos de Portugal) 

{Also see TREX Children’s Products & Destination Merchandise categories}

The proposition: Portugal Duty Free’s Happy Charity Puppets showcase both the retailer’s ESG commitments and a strong sense of place within the travel retail environment.

Using a quintet of Portugal Duty Free mascots (the ‘Duty Friends’), the puppets were designed to offer passengers a playful farewell from Portugal while also supporting Terra dos Sonhos (see details below), an outstanding Portuguese non-profit organisation.

Judges’ comments:

A very nice and local initiative, which I rated higher in another category. 

Nice TREX and love the link to charity, not as multi-layered in terms of marketing as other submissions though.

A wonderful initiative though I scored it higher in the Children’s Products & Destination Merchandise categories.

Social media marketing and traction were excellent and as noted elsewhere, kudos to the amazing Portugal Duty Free team members who volunteered one hour of their working day to promote the Happy Charity Puppets in-store from 1 to 5 December around International Volunteer Day.

Silver: Avolta Summer Club

The proposition: Avolta Summer Club 2025 invited travellers to slow down and taste summer. The initiative transformed July to September into a season‑long, cocktail‑first celebration across 27 stores in 18 airports spanning Spain, UK, Switzerland, the UAE and India.

The creative language – vibrant colours, inspiring words and scenes of summer moments – was not just aesthetic, it was a social invitation. With 35 participating brands and nearly 50 SKUs, Avolta curated a portfolio crafted for joyful mixing and summer rituals.

Judges’ comments:

A very fun and attractive campaign, extending the summer holiday mood to the airport.

A good multi-airport marketing campaign by Avolta with an omnichannel approach. But TREX products do not play a significant role.

I loved this energetic, expansive, vibrant, cocktail-first promotion under Avolta’s ‘Joy Unlimited’ creative platform across 27 stores. A fine campaign but not TREX-focused, hence Silver not Gold.

Silver: SG60 A Journey Through Time – Lagardère Travel Retail 

The proposition: SG60: A Journey Through Time campaign was launched at Discover Singapore across four stores at Changi Airport to celebrate Singapore’s 60th year of independence through an immersive retail experience.

Showcasing six decades of nation-building, heritage and innovation, the campaign combined storytelling and curated merchandise – from Peranakan traditions to hawker cuisine and the MerMer mascot – creating an engaging and educational retail activation for international travellers.

Judges’ comments:

Interesting campaign to bring a stronger sense of place to the airport. Sharing historical facts about Singapore is a great way to slow clients down and have them enter the stores.

While an admirable initiative there is no specific call-out to TREX products in this submission.

I admire the principles at work here of bringing such a notable national landmark to the fore through a historical storyboard experience. The campaign was designed to transform retail space into an informational and emotional journey of Singapore’s remarkable evolution over six decades.

The partial transformation and illustration of that evolution certainly delivered an impactful experience. Not a campaign focus on TREX products as such or I would have scored it higher. But a lovely initiative that underlines the role airports can and should play as showcases of national and local culture and heritage.

Gold: Dublin and Cork Airport Duty Free Teeling Whiskey Christmas Batch – ARI

The proposition: This collaboration with Teeling Whiskey represented ARI’s latest whiskey journey of discovery, as it welcomed yet another in an impressively long line of world exclusives to The Irish Whiskey Collection at Dublin & Cork Airport Duty Free.

In November 2025, Teeling Whiskey launched the second annual release of its Christmas Batch, a travel- and world‑exclusive bottling available only at Dublin and Cork Airport Duty Free and online through dublinandcorkdutyfree.ie. 

Judges’ comments:

A very good seasonal animation though others (in marketing terms) in this highly competitive category have more bang.

Very good. Marked slightly below the higher-ranked Baileys entry from ARI though due to fewer shopper touch points.

Yet another TREX (and world first) from a travel retailer with a mightily impressive track record in the category. I love seasonal exclusives. They are usually surefire winners and add a festive touch to the travel journey.

This was a strong marketing and promotional campaign both in-store and digitally. The Christmas Batch launch was supported through a fully integrated travel retail campaign spanning physical merchandising, experiential engagement and digital activation.

I liked the way premium point‑of‑sale materials communicated the triple‑cask maturation story, tasting notes and – importantly – limited‑time availability, helping drive product discovery and purchase conversion.

A highlight appearance by Master Distiller/Master Blender Alex Chasko lent additional authenticity to the launch with personalised bottle signings adding an intimate, collector‑focused experience.

Gold: Zootopia ‘Glow Wild’ Festive Campaign – Shilla Travel Retail

The proposition: During the year-end travel season, The Shilla Duty Free Singapore launched the Zootopia ‘Glow Wild’ Festive Campaign, an experience-led retail activation running from 20 November 2025 to 5 January 2026 across all Changi Airport terminals, designed to transform duty-free shopping into a destination experience.

The centrepiece was the first Disney character Meet and Greet in a transit airport environment, featuring Zootopia’s Judy Hopps and Nick Wilde. The campaign also featured a Zootopia Ring Toss Game, a Zootopia Colouring Area and the launch of Shilla exclusive Zootopia blind box collectables – the retailer’s first blind box product.

Together, these interactive experiences engaged travelling families and extended dwell time across the retail environment throughout the campaign.

Judges’ comments:

Very fun campaign strategically aimed at stopping clients who would otherwise just walk through the shop. It is also directed at children, giving them some excitement during the long airport layovers.

I like the fact that this campaign is aimed at families and children. The TREX product is Zootopia blind box collectables – the retailer’s first blind box product. Very good results and nice omnichannel coverage.

This was an exuberant campaign, showing how experiential marketing can illuminate and redefine travel retail.

By combining immersive storytelling, interactive engagement and exclusive merchandise, The Shilla Duty Free Singapore transformed duty-free shopping into a destination experience – increasing shopper participation, extending dwell time and converting airport traffic into meaningful retail engagement.

An outstanding effort to convert footfall into conversion. Walk-through is one thing but walk-by too often remains the case. Travel retail needs more showstoppers such as this.

Gold: The Balvenie 12 Golden Cask at Changi Airport – William Grant & Sons

The proposition: Created in collaboration with Lotte Duty Free, The Balvenie Experience at Changi Airport was designed as a circular pop-up space adorned with the brand’s signature honey-toned accents and arches, paying homage to the distillery’s heritage.

Elegant and elevated, with touches of gold and premium materials, the experience seamlessly integrated into the bustling concourse, inviting travellers to discover The Balvenie’s craftsmanship through a series of engaging touchpoints.

Judges’ comments:

A beautifully executed promotion, the TREX element could been marketed more, but there is a lot of storytelling on this special bottle. The gifting sets and personalised luggage tags are a nice touch.

Nice pop-up activity that showcases some fine TREX products – the 12 Year Old Golden Cask alongside the Cask Finishes and Rare Marriages ranges. I really like the virtual distillery journey and cask deconstruction experience. Nice storytelling elements and very good results.

A visually ravishing pop-up that was superbly complemented by what was happening inside.

So many components to this bold collaboration are worth commenting on, from the immersive Cask Finishes flavour discovery and tasting area to the ‘Door to Distillery’, a virtual gateway to Scotland which transported visitors to the heart of the distillery.

I also admired the central ‘Art of Gifting’ podium, which enabled passengers to customise their purchases with personalised Singapore-exclusive key chains and luggage tags.

I would have liked to know more about the marketing component (particularly of the TREX itself) but no-one can argue about the pop-up’s effectiveness with 1,700 tastings delivering a conversion rate of more than 17%, helping to drive a +67% year-on-year increase in The Balvenie’s Terminal 3 sales with Lotte Duty Free.

Gold: LALIGA – Mondelez World Travel Retail

The proposition: In partnership with Avolta and LALIGA, Spain’s top-tier professional football division, Mondelez WTR launched a nationwide travel-exclusive campaign designed to transform football passion into incremental confectionery growth.

The nationwide LALIGA campaign with Avolta tapped into the emotion associated with football to engage travellers across Spanish airports in a way that felt personal, relevant and memorable. By leveraging experiential engagement, the campaign aimed to transform passion into incremental confectionery growth.

Judges’ comments:

Excellent TREX marketing campaign built on strong consumer insights. Multi-layered with a compelling link to purchase. Ambitious too in how it was run with Avolta across multiple locations.

An expansive, exciting, engaging campaign that married three TREX versions of world-famous chocolate brands with travel shopping and Spain’s overwhelmingly most popular sport in terms of both viewership and participation.

Unlike some of the other contenders for this award, the campaign was not just exclusive to the travel retail channel (after all, many industry marketing promotions are that by definition) but was anchored by specific TREX variants, at least in labelling terms (i.e. LALIGA-branded Oreo and Milka variants). 

This category is all about the marketing. And in that sense, to borrow from football parlance Mondelez WTR hit the back of the net repeatedly through a mechanic that linked spend, participation and reward.

A €15 purchase unlocked access to an instant-win game while QR-enabled receipt mechanics kept participation measurable and purchase-linked.

In selected locations, interactive photo boxes enabled travellers to generate personalised virtual images alongside LALIGA players and print them instantly as keepsakes. And a year-round online raffle extended engagement beyond the store by offering official match tickets throughout the season.

The campaign culminated at Madrid Airport, where LALIGA Ambassador and Spanish football legend David Villa (who contributed three related Instagram posts to his 8.8 million followers) appeared alongside the official trophy. Given sport’s universal appeal, it is surprising how rarely we see sporting celebrities deployed to such effect. 

Here was an airport terminal recast as a live football stage that generated experiential retail theatre and real-time engagement. And tremendous visibility. Through Club Avolta’s Emotion+ support, the campaign delivered 5.6 million impressions and 2.8 million reach within two months, contributing to a +45% uplift in Mondelez value sales on Club Avolta ecommerce. 

Exciting campaign for football fans. The submission could have shown more on the exclusive products being promoted, but the sales results were excellent.

Gold: Hendrick’s Magic Of Sunset – William Grant & Sons

The proposition: To celebrate the launch of Hendrick’s new Sunspell TREX, the Magic of Sunset campaign was brought to life in major airports across the globe, including Amsterdam Schiphol, London Heathrow, Singapore Changi and Dubai International Airport.

This immersive campaign sought to captivate the imagination of travellers, turning ordinary concourse spaces into whimsical portals of discovery. From January to May 2025, 23 activations were executed across key international airports, including OOH, strategically positioned to elevate brand visibility and consumer engagement.

Judges’ comments:

I love the experiential nature of this campaign although it’s hard to see from the submission how the TREX factor was communicated.

Another very well-executed campaign. Colourful, impactful, educational and offering many ways to interact with travellers.

Ok, I know I harp on about it but it is a critical point for the validity and ongoing credibility and allure of TREX products. Packaging, sizing and ABV strengthening just do not cut it in my view.

A genuine TREX should be a variant of the original brand that offers genuine differentiation, added value (to justify the inevitably higher pricepoint) and real sense of rarity and discovery.

Step forward Hendrick’s Sunspell Gin, an out-and-out TREX in its purest form courtesy of what I consider the most innovative, imaginative and positively disruptive spirits brand in travel retail. 

The touch and philosophy of the great Master Distiller Lesley Gracie is front and centre stage here. “The liquid is an ode to her vision of bottling the enchanting light and colours of a sunset, a time when the world feels boundless and curiosity takes flight.”

What enchanting words and looking at the vibrant hues of the bottle and the campaign collaterial above, I have no doubt that vision has been honoured beyond the liquid.

So to the marketing, which saw a myriad of activations designed to embody the spirit of magic hour, transforming airport spaces into vibrant celebrations of sunset through storytelling, sensory exploration and interactive touchpoints.

At Amsterdam Schiphol, in particular, a Hendrick’s Sunspell pop-up in collaboration with Schiphol Airport Retail, Schiphol Media & Gebr. Heinemann invited passengers to step into a world where sunset never ends (oh, I like that thought).

The centrepiece of the activation was a giant, ethereal sun face. Its animated gaze followed visitors as they moved through the experience. Once inside, a seamless flow of interactive touchpoints kept visitors engaged and curious, encouraging them to explore Sunspell’s story.

Highlights included:

• The Sunset Mesmeriser: An artful digital installation displaying sunsets from around the globe, allowing shoppers to experience their own version of Lesley Gracie’s vision through audio and visuals.
• Scent Station: An immersive sensory exploration where the notes of Sunspell revealed themselves in fragrant bursts of warm citrus and harmonious spice botanicals.
• Sunset Aura Orb: This interactive installation offered passengers a digital aura reading, resulting in a personalised keepsake that captured the essence of their experience, bringing a touch of magic to their travel journey.
• Sunspell Tasting: Guided by expert Brand Ambassadors, travellers had the opportunity to taste Hendrick’s Sunspell in signature serves such as Sunspell & Tonic.
• Gifting: With their purchase, shoppers were gifted with a pair of Hendrick’s Sunspell pink or orange sunset-inspired sunglasses, so they could see the world through the magic canvas of colours whenever they wanted to.

I’d call that imaginative marketing, wouldn’t you? And the results underlined the campaign’s success. At Amsterdam Schiphol, brand sales rocketed +450% month-on-month while the on-airport OOH campaign generated 2.9 million impressions. Outstanding and a near-winner for me in this category.

Gold: Helena Rubinstein Luxury Travel Repair Set – L’Oréal Travel Retail

The proposition: Launched in October 2025, the Luxury Travel Repair Set is the flagship of Helena Rubinstein’s campaign-exclusive travel offerings. Designed specifically for post-flight recovery, this set addresses the unique physiological needs of the modern traveller, combatting extreme dehydration and signs of fatigue.

The set provides a comprehensive skin-recovery routine featuring the brand’s most prestigious icons: Re-Plasty Age Recovery Night Cream, Re-Plasty Pro Filler Serum and Prodigy Cellglow the Rich Dewy Essence.

The set includes two TREX gifts: a silk travel eye mask for restorative rest and an exclusive recovery massage ring. These tools are engineered to work in synergy with the formulas to combat the physiological effects of air travel (dehydration, puffiness and muscle tension).

Judges’ comments:

Drawing inspiration from Madame Helena Rubinstein’s own legacy, famously quoted in 1939: “Travel is Helena Rubinstein’s middle name”, the Luxury Travel Repair Set is all about impactful, heritage-led storytelling.

The high-impact strategy targeted ‘skin-intellectuals’ (a rather neat addition to travel retail parlance) and high-net-worth travellers seeking professional-grade self-care.

The roll-out followed what the brand called “a precise geographic conquest” across the ‘Golden Triangle’ of luxury travel,  from a full campaign takeover in Macau with DFS to flagship activations in Hainan.

The Luxury Travel Repair Set launch involved a wealth of bespoke marketing assets and content. The combined formula clearly worked, resulting in a complete sell-out of the campaign-exclusive sets. That spectacular results saw Helena Rubinstein become the number one brand in DFS Hong Kong & Macau for the launch period.

Like one of my fellow judges I would have liked to see the Helena Rubinstein Luxury Travel Repair Set nominated in the cosmetics category.

A beautifully executed promotion in Macau, the TREX is well designed and the gifts are attractive.

A nice TREX perfectly linked to travel. I would have included this entry in the Cosmetics TREX category rather than Marketing, however.

Gold: Glenfiddich Aston Martin Formula One Team Partnership at Changi Airport – William Grant & Sons

The proposition: In September 2025, Glenfiddich unveiled a landmark global travel retail activation at Singapore Changi Airport Terminal 3, marking the debut of Glenfiddich 19 Years Old Limited Edition TREX in partnership with the Aston Martin Formula One team.

Positioned as the flagship launch of the campaign, the activation was strategically timed to capture heightened traveller traffic and excitement ahead of the Singapore Grand Prix.

At the centre of the activation stood a full-scale Aston Martin Formula One replica car, creating an immediate visual statement and anchoring the space with a bold expression of performance, prestige and innovation. Framed by a digital backdrop inspired by the Scottish Highlands, Glenfiddich’s home, the installation offered travellers an arresting contrast between heritage and modernity.

Judges’ comments:

A very impactful promotion in Changi, the F1 car makes it stand out from other campaigns and offers a great photo opportunity. Gift with purchase, personalisation and visibility throughout the terminal make it a well-rounded promotion. All in all a very elevated customer experience.

This initiative has a very high level of attention to detail. Multiple touch points are hit and although very much a luxury initiative it seems like there is something for everyone to engage in the activity. 

A stunning campaign that served simultaneously as a true Trinity collaboration and a brilliant showcasing of a high-class TREX.

This award judges the marketing rather than the (superb) TREX and it scores highly by every in-store, digital and storytelling indicator. The replica F1 car was the standout, offering  photo moments aplenty, while dynamic digital content amplified the spectacle and encouraged social sharing.

The outpost introduced not only the Glenfiddich 19 Years Old Limited Edition TREX but also the global travel retail premiere of Glenfiddich 1959, an ultra-rare release created in tribute to the year Aston Martin first entered Formula One.

With only seven bottles of the latter available worldwide and the sole GTR allocation exclusive to Changi, the activation delivered genuine rarity and collectability.

From tastings to dark chocolate pairings, the storytelling was all about explaining the whisky’s character and craftsmanship. Personalised luxury gifting via complimentary bottle engraving and exclusive gifts with purchase created further incentive to purchase.

In pure marketing terms, Glenfiddich made full use of the remarkable stage that Changi offers in terms of high-impact digital advertising and prominent front-of-store placements.

The results were impressive too. The campaign generated the two strongest months of the year for Glenfiddich in Terminal 3 and +30% growth during the outpost period. Remarkably, the sales volume was equivalent to an additional T1.

As the submission concludes, “The Singapore Changi activation captured attention through scale, rewarded discovery through rarity, and elevated the shopper journey through storytelling and personalisation.” Words that should be writ large in the lexicon of travel retail marketing.

Gold: fresh Kombucha Luminosity Studio Activation – fresh (LVMH)

The proposition: The Kombucha Luminosity Studio with China Duty Free Group at cdf International Duty Free Shopping Complex merged immersive sensorial experiences with social media engagement, celebrating skin luminosity and the joy of travel.

It transformed brand interaction into remarkable conversion, powerfully connecting travellers with the fresh Kombucha story, highlighting its benefits to visibly improve texture, clarity and luminosity in Haitang Bay.

Judges’ comments:

Very good initiative. The exclusive Kombucha Luminosity Studio is a great way to bring the brand to life and links to the benefits of the brand. I would like to see the exclusivity of the activity and product highlighted more.

Nicely executed promotion, the creative set-up certainly allows for a great selfie opportunity. 

The TREX campaigns that featured a TREX product (or products) scored highest in this category and this is a superbly prime example.

I have huge admiration for this brand and the point of difference it brings to the travel retail channel and I am very impressed by the ambition and execution of this campaign and the collaboration with China Duty Free Group at the great retail emporium that is cdf Sanya International Shopping Complex.

The primary objectives of the Kombucha Luminosity Studio were to drive brand awareness and engagement, create significant social buzz, and ultimately increase conversion among the key demographic – travellers visiting Haitang Bay, Hainan, during the key Golden Week period.

It delivered all those goals in exhilarating style.

The Kombucha Luminosity Studio was meticulously designed as an illuminous environment, inviting travellers to engage and capture their ‘best light’ (I am not sure I have one…) during travel, targeting the Gen Z snapshot trend.

fresh also encouraged social media posting, where travellers shared their experiences to enjoy exclusive gifts, thereby amplifying the campaign’s reach organically. This digital engagement was strategically linked to in-store redemption, driving foot traffic directly to counter.

Gold: Cross-Channel Innovation & Whiskey Culture: cdf Museum’s Anniversary Marketing Campaign – China Tourism Group Duty Free 

{Also see Best TREX-related Concept & Communications Award}

The proposition: In 2025, China Duty Free Group (CDFG) pioneered the creation of a whisky category IP, ‘Cheers with Whisky’ (威你干杯). Leveraging the offline experience of the acclaimed Haikou cdf Malt & More Whisky Museum and the online ecosystem of cdf Member mini program (cdf会员购), the campaign integrated online and offline resources to create a leading whisky retail and content platform in China – the ‘Cheers with Whisky’ cdf Online Whisky Museum.

Through a series of specially curated live-streaming programs and city-based offline activations, Cheers with Whisky delivered immersive whisky education, product discovery and cultural storytelling. The campaign also partnered closely with leading global whisky brands to elevate brand visibility, engagement and category influence in the Chinese market. 

Judges’ comments:

A very innovative campaign, capitalising on the museum to elevate the customer experience and promote whisky culture. The media coverage is also impressive.

Although not specifically TREX-related (though CDFG certainly boasts a proud TREX portfolio, all showcased within Cheers with Whisky), this campaign certainly deserves recognition for its sheer ambition, scale, online to offline savvy, whisky education, product discovery and cultural storytelling.

It ticks all those boxes with a flourish and also scores highly in the way it involved partnerships with leading global whisky brands to elevate brand visibility, engagement and category influence in the Chinese market.

I loved the creativity of the marketing campaign, which included bonded-warehouse live streaming, in-store live commerce, and offline whisky tasting experiences.

Plus there was the inspired appointment of blockbuster celebrities 胡军 and 李乃文 (Hu Jun and Li Naiwen) as cdf Whisky Ambassadors participating in flagship campaign events at the Haikou cdf Malt & More Whisky Museum.

The results were stellar. In 2025, the campaign delivered four Cheers with Whisky-themed live streams, featuring 13 global whisky brands, achieving over 1.4 million total views and generating more than 10,000 orders.

On cdf Member mini program, whisky-related content reached 130 million impressions, driving purchases from 210,000 users, representing 41% year-on-year growth; among them, 160,000 were new users, an +81% increase year-on-year.

Notably, the William Grant & Sons × Cheers with Whisky bonded warehouse live stream achieved the brand’s highest-ever live commerce sales performance, setting a benchmark within the duty-free and whisky industries. Also see my comments in Best TREX-related Concept & Communications Award.

Winner (Retailer): Whisky Social Club 2025 – Avolta

The proposition: Avolta’s Whisky Social Club reimagined the traveller’s whisky journey through immersive discovery, heritage storytelling and a curated selection of TREX expressions.

Blending education, entertainment and omnichannel engagement, it delivered +47% in-store growth and 5× digital reach, inspiring community, premiumisation and lasting impact across global travel retail.

Judges’ comments:

A very elevated and curated offer for Avolta’s connoisseur clients. The global reach and holistic approach makes this initiative truly stand out.

A very nice initiative from Avolta anchored by a curated range of TREX expressions. There are many elements to this campaign that make it compelling to whisky and non-whisky drinkers. I like the combination of in-store and digital communication. Results are very good.

“Travellers often move through airports in a blur, but Whisky Social Club invited them to slow down, discover, and connect through a world of craft, heritage and taste.” So begins this marvellously compelling entry from Avolta.

Conceived as the retailer’s renewed global whisky platform, the programme brought together a worldwide community, immersive storytelling, exclusive products and a multi-layered campaign across 15 airports globally.

The ambition to make whisky more accessible and exciting was commendable but what counts most here is the deep commitment to the unique allure of TREXs in creating a voyage of discovery and premiumisation.

TREX bottlings such as Talisker Surge, Glenfiddich Vat 4 18 Years Old and The Singleton Autumn Orchard claimed centre stage, serving as pivotal storytelling touchpoints. Craftsmanship, provenance and rarity were to the fore across the activation ecosystem, while masterclasses and Brand Ambassador-led sessions offered rare insights into production, ageing and cask innovation.

The omnichannel fusion of in-store and digital activity (spanning email marketing, social media, CRM, ecommerce and discovery tools) worked superbly: a portable tray bar brought tastings directly to passengers to every corner of the store, while the Whisky Finder tool helped customers select the perfect bottle, including, of course, TREX expressions.

Live performances such as bagpipers and magicians added cultural depth as well as compelling theatre to the store environment.

Sales and visibility results were striking. A diverse mix of formats across social media (including video posts, static carousels, BTS TikTok, piece-to-camera and influencer content) generated 195,000 views and 1,800 engagements.

Online, ecommerce saw more than 30% revenue uplift year‑on‑year for the special assortment across more than 20 key ecommerce locations.

A richly deserving winner in this category against a welter of outstanding competitors.

Winner (Brand): Dublin and Cork Airport Duty Free Baileys Original Limited Edition Festive Bottling – ARI

{Also see TREX Collaboration between a Brand and Retailer/Airport, to be published tomorrow, and TREX Initiative by a Retailer/Airport awards}

The proposition: For the 2025 festive season, Baileys and Diageo Global Travel partnered with ARI and Dublin Airport to launch a world‑exclusive Baileys Original Limited Edition Festive Bottle, available only at Dublin Airport Duty Free from 5 November to 31 December 2025.

Created exclusively for travel retail, the collectable bottle featured a seasonal design celebrating warmth, indulgence and togetherness – values strongly associated with Baileys and Christmas. Available while stocks lasted, it offered passengers a unique gifting option unavailable anywhere else globally.

The launch was the centrepiece of a wider experiential programme: The Baileys Treat Stop, an immersive pop‑up within Dublin Airport Duty Free, and The Baileys Treat Bar airside in Terminal 2. Together, these installations created an integrated retail‑and‑hospitality environment designed to immerse passengers in the world of Baileys.

Judges’ comments:

An excellent campaign in Dublin and Cork airports. It’s interactive, immersive and a great way for clients to (re)discover the brand.

All-round excellent campaign with multiple touch points:

• Personalisation services for Baileys bottles
• Gifting stations with wrapping accessories
• A festive photo booth for shareable moments
• Exclusive Baileys merchandise (jumpers, chocolates, baubles and gift items)
• Even chocolates for people not wanting to sample Baileys there and then.

Yet another wonderfully ambitious and well-executed entry in a category that this year shows our industry at its very best.

Obviously the Christmas/New Year period is peak season for this great cream liqueur, nowhere more so than in travel retail as Irish travellers seek relief from the balmy Irish winter climes.

This was a brilliantly orchestrated and integrated campaign, featuring tastings, seasonal drinks, personalised gifting and festive merchandise. “This elevated approach transformed the duty-free shopping moment into a memorable festive experience, reinforcing Dublin Airport as the global home of Baileys during the Christmas travel period,” as a superbly written submission put it.

A true TREX both in flavour and limited availability terms, a key factor in not only driving conversion but also lending credibility to the whole TREX concept. A great collaboration between two great companies.

Winner (Airport and Overall): ‘Only at Changi’ – Changi Airport Group

The proposition: ‘Only at Changi’ was a fully integrated marketing initiative that transforms travel retail exclusivity from a transactional concept into a differentiated shopper experience.

The year-long campaign spotlighted Changi Exclusive, Changi First and travel retail-exclusive (TREX) assortments across multiple retail categories, transforming product specialness into a compelling reason to purchase while travelling.

Judges’ comments:

Very impressive campaign by Changi, with many different touchpoints, many stores involved, many exclusive products, impactful marketing and communication. The golden, recycled bags are a great touch as well. Well done to the team to organise such a complex campaign.

Well thought-through TREX campaign with a clearly defined exclusivity framework spanning Changi Exclusives, Changi First launches and TREX products. The golden bag is simple but a really effective way to communicate exclusivity. A very good all-round initiative.

I am hugely impressed by this initiative, which ticks all the boxes of what TREX products, philosophy, integrity, communication, execution and results are all about at their best.

This campaign was all about discovery – a term underused in our industry, perhaps because at so many airports there is so little new to discover. Not at Changi. The airport company wears the ‘Changi First’ and ‘Changi Exclusive’ like badges of pride, the whole TREX concept often implicit in the former and anchoring the latter.

Here Changi Airport connects product innovation and exclusivity with immersive retail environments and digital storytelling. Rarity (a surefire sales driver), cultural relevance and gifting value combine to triumphant effect.

Triumphant commercially too. ‘Only at Changi’ delivered strong results aligned with its original objectives. Exclusive SKUs recorded ~20% incremental sales uplift during the campaign period, supported by higher shopper engagement (with 88% of surveyed participants feeling like their shopping experience had been elevated) and improved premium mix across participating categories.

Social content generated >11 million impressions across Instagram, Facebook, Xiaohongshu, Tiktok and Telegram, reinforcing, as this outstanding submission notes, “the perception of Changi as a destination where discovery, excitement and exclusivity intersect”.

A masterclass that deserves to serve as a case study for our industry. And a richly deserving winner against white-hot competition.

Gold: Dublin and Cork Airport Duty Free Teeling Whiskey Christmas Batch – ARI

{Also see TREX Collaboration between a Brand and Retailer/Airport, to be published tomorrow, and TREX Marketing awards}

The proposition: This collaboration with Teeling Whiskey represented ARI’s latest whiskey journey of discovery, as it welcomed yet another in an impressively long line of world exclusives to The Irish Whiskey Collection at Dublin and Cork Airport Duty Free.

In November 2025, Teeling Whiskey launched the second annual release of its Christmas Batch, a travel- and world‑exclusive bottling available only at Dublin and Cork Airport Duty Free and online through dublinandcorkdutyfree.ie. 

Judges’ comments:

A fun holiday activation for this new exclusive Irish whiskey, making it a no-brainer gift idea as evidenced by the strong sales.

I really like the link to ARI’s outstanding ‘Joy on Your Way’ campaign. A very good location-specific TREX.

I have given my thoughts (and my high praise) to this fine launch in the Best TREX Collaboration between a Brand and Retailer/Airport and Best TREX Marketing awards. Here we are judging the retailer’s role and again it scores highly.

ARI understands the value of exclusivity arguably better than any other travel retailer, particularly market-specific and seasonal variants. Here the two concepts combine to outstanding effect. I am looking forward to Christmas 2026 already.

Winner: Zootopia ‘Glow Wild’ Festive Campaign – Shilla Travel Retail 

{Also see Trex Marketing Award}

The proposition: During the year-end travel season, The Shilla Duty Free Singapore launched the Zootopia ‘Glow Wild’ Festive Campaign, an experience-led retail activation running from 20 November 2025 to 5 January 2026 across all Changi Airport terminals, designed to transform duty-free shopping into a destination experience.

The centrepiece was the first Disney character Meet and Greet in a transit airport environment, featuring Zootopia’s Judy Hopps and Nick Wilde. The campaign also featured a Zootopia Ring Toss Game, a Zootopia Colouring Area and the launch of Shilla exclusive Zootopia blind box collectables – the retailer’s first blind box product.

Together, these interactive experiences engaged travelling families and extended dwell time across the retail environment throughout the campaign.

Judges’ comments:

I am really on the fence between this entry and Bailey’s. The Shilla’s entry is more wholistic. It identified a problem of shoppers not stopping and devised a plan to address this issue. I feel that initiative is very attractive and playful, especially for kids, and would successfully make people stop in the shop for longer and make purchases.

This is a very good initiative aimed at travellers with young children.

As I mentioned in my TREX Marketing Campaign assessment, this was a joyfully exuberant campaign.

Let’s start with the TREX product – a Shilla-exclusive Zootopia-themed blind box soft pouch, notably the retailer’s first blind box SKU. You just know (and the results bear it out) that such an offering will be a smash-hit.

The collectable travel pouches featured different character designs and introduced a surprise mechanic that encouraged repeat purchases and social sharing. Priced at S$15.90 (US$12.30) and available only at The Shilla Duty Free Singapore, the TREX was an accessibly priced and fun discovery for Changi passengers.

By all indicators, this short but supremely well-conceived TREX-based initiative scored highly. Social media engagement increased +50% year-on-year, with over 100 media mentions significantly amplifying visibility beyond the airport environment.

In-store dwell time surged +30% year-on-year, transforming typically transactional airport visits into immersive family experiences while increasing exposure to beauty and fragrance categories, as this well-crafted entry observed.

A majority of visiting families participated in Zootopia activities, driving a notable uplift in store penetration compared to typical trading periods. This, in turn, spurred double-digit growth in overall store sales, despite industry softness in spend per passenger.

It was a prime case study in terms of omnichannel impact too. The programme generated strong uplift in both online and offline sales, extending the campaign’s commercial impact across physical and digital retail touchpoints.

But there is another indicator at play, too. Fun. A dynamic too rarely realised in travel retail but one brought to life delightfully here.

A deserved co-winner in this category.

Winner: Dublin and Cork Airport Duty Free Baileys Original Limited Edition Festive Bottling – ARI 

{Also see TREX Collaboration between a Brand and Retailer/Airport, to be published tomorrow, and TREX Marketing awards}

The proposition: For the 2025 festive season, Baileys and Diageo Global Travel partnered with ARI and Dublin Airport to launch a world‑exclusive Baileys Original Limited Edition Festive Bottle, available only at Dublin Airport Duty Free from 5 November to 31 December 2025.

Created exclusively for travel retail, the collectable bottle featured a seasonal design celebrating warmth, indulgence and togetherness – values strongly associated with Baileys and Christmas. Available while stocks lasted, it offered passengers a unique gifting option unavailable anywhere else globally.

The launch was the centrepiece of a wider experiential programme: The Baileys Treat Stop, an immersive pop‑up within Dublin Airport Duty Free, and The Baileys Treat Bar airside in Terminal 2. Together, these installations created an integrated retail‑and‑hospitality environment designed to immerse passengers in the world of Baileys.

Judges’ comments:

An excellent entry from Baileys featuring an exciting new bottle, the opportunity to taste at the bar, and extremely high visibility.

The scale and impact are impressive. A category winner for me.

See my notes in the TREX Marketing Campaign category, which expound fully my admiration for this great collaboration and a fine TREX to boot.

In terms of assessing the retailer’s contribution, it’s clear ARI went at this launch with all guns blazing. The Christmas-New Year period is a critical window for driving sales and also an historic peak period for Baileys.

From The Baileys Treat Stop, an immersive pop‑up within Dublin Airport Duty Free, to The Baileys Treat Bar airside in Terminal 2, ARI and Diageo together created an effervescent fusion of shopping, hospitality, discovery and engagement. Throw in a generous dose of Irish heritage, indulgence and celebration – key associations of the Baileys brand – and you have a winner.

Importantly in terms of this particular award, the partnership supported ARI’s commitment to creating memorable ‘Joy On Your Way’ moments as part of the fine network-wide campaign of the same name. I ask you, what passenger would not feel a burst of joy after being hosted at The Baileys Treat Bar? Baileys on Ice? ‘Tis the Season hot chocolate with Baileys whipped cream and caramel? Baileys iced coffee with L’OR popping pearls? The Baileys Chocolate Indulgence Martini? I’ll have one of each, please.

And if you were looking for truffle, you came to the right place, to ever so slightly misquote Elvis Presley, as each drink was served with a complimentary Baileys chocolate truffle.

The results underline the success of the campaign. The TREX sold 3,378 units from 15 November to 31 December 2025,  with sales up +59.4% year-on-year in Dublin Airport Duty Free Terminal 2 Departures. Overall sales of Baileys across Dublin and Cork Airport Duty Free saw an increase of +28.3% from 2024 to 2025, testament to how a great TREX should not be viewed in isolation but in terms of the benefits it bestows on the mother brand.

Winner: Cheers with Whisky – China Duty Free Group 

{Also see TREX Marketing Campaign Award}

The proposition: In 2025, China Duty Free Group (CDFG) pioneered the creation of a whisky category IP, ‘Cheers with Whisky’ (威你干杯). Leveraging the offline experience of the acclaimed Haikou cdf Malt & More Whisky Museum and the online ecosystem of cdf Member mini program (cdf会员购), the campaign integrated online and offline resources to create a leading whisky retail and content platform in China – the ‘Cheers with Whisky’ cdf Online Whisky Museum.

Through a series of specially curated live-streaming programs and city-based offline activations, Cheers with Whisky delivered immersive whisky education, product discovery and cultural storytelling. The campaign also partnered closely with leading global whisky brands to elevate brand visibility, engagement and category influence in the Chinese market. 

Judges’ comments:

This astonishingly ambitious, multi-faceted campaign represents a noble first for our industry and richly deserves recognition in the TREX Awards.

Here was a travel retailer leveraging its already powerful online-to-offline platform and audience to create something bigger altogether – China’s leading whisky retail and content platform.

The submission for ‘Cheers with Whisky’ cdf Online Whisky Museum won Gold in the TREX Marketing Campaign category, only falling short of overall victory due to the fact that TREXs were not a core focus of the retailer’s communication.

But it simply must be acclaimed with TREX winner status, thanks to its extraordinary mix of immersive whisky education, product discovery and cultural storytelling. The campaign also partnered closely with leading global whisky brands to elevate brand visibility, engagement, and category influence in the Chinese market.

Cheers with Whisky is the first whisky-focused IP developed by CDFG. Rooted in deep consumer insights, the campaign seamlessly combined emotional value, brand storytelling and product strength. It adopted a diverse array of deeply innovative marketing formats, including bonded-warehouse live streaming, in-store live commerce and offline whisky-tasting experiences.

And as pointed out in the TREX Marketing Campaign category, it delivered extraordinary results in terms of visibility, sales and – not least – a huge boost to the retailer’s status and credibility as a world-class purveyor of fine whiskies. Magnificent. ✈