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Artistic experience: (left to right) Hennessy Artistry International Project Manager Dana Shou, WDF Head of Digital Media Sue Gosling, WDF Commercial Director Jo O’Connor, French musicians Something A La Mode, Moët Hennessy Europe Travel Retail Director Donatienne de Fontaines-Guillaume and Hennessy Travel Retail Key Account Director Philip Juniper |
UK. The World Duty Free Contentainment team last week hosted Moët Hennessy’s unique Hennessy Artistry experience for the first time in an airport environment, at London Heathrow Terminal 5.
The Hennessy Artistry experience allows travellers to enjoy the renowned cognac in cocktails and mixed drinks, against a multi-media backdrop featuring some of the world’s top musicians. Moët Hennessy said its goal was to inspire and entertain customers while helping them discover more about the brand.
Since 2006, Hennessy Artistry events have taken place in over 40 countries worldwide featuring internationally recognised artists such as Goldfrapp, Kanye West, The Strokes, Wycelf Jean, Ne-Yo, Leona Lewis, Ashanti and Mary J. Blige.
For its debut with World Duty Free (WDF) at Heathrow T5, Hennessy featured the French duo Something A La Mode who have supported bands including Basement Jaxx.
“Their unique yet classic French sound, which combines live classical instruments with electronic composition and dance, has been heard on runways and dance floors throughout the world,” said WDF.
Whilst enjoying the entertainment from the artists and DJs, customers were able to discover and sample Hennessy mixed drinks based on four basic flavours – berry, citrus, ginger and apple.
WDF Head of Digital Marketing Sue Gosling said: “˜This collaboration with Hennessy showcases all the very best aspects of our Contentainment concept, which is the perfect communications vehicle for Hennessy Artistry. Our state of the art audio visual technology delivers the highest standards in terms of sound – even for live performances – and crystal clear imagery and content is played out in high definition on the vast plasma screens we have in eight of our stores across the UK.
“An integral part of the Contentainment package is the very high calibre sampling and promotional support we also offer, which in this case enables customers to try Hennessy cognac in a slightly different way, by blending it with a variety of complementary flavours to create a fabulous mixed drink. We are confident that this very experiential event will excite, inspire and engage customers and deliver fantastic sales for Moët Hennessy.”
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The Hennessy Artistry Experience featured the French duo Something A La Mode at Heathrow Terminal 5 |
Commenting on the activity, Hennessy International Business Director André de Bausset said: “Hennessy is glad to associate itself with World Duty Free and use its unique Contentainment areas to deliver the new Hennessy Artistry concept to the travelling customer.
“Because of the unrivalled expertise WDF has within the travel retail industry and the exceptional communications platform they are able to offer, we felt that this association was a fantastic way to launch this entirely new activity within airport retail. It also illustrates the emphasis that we will be increasingly putting on travel retail as a key channel for development.”
Moët Hennessy Europe Travel Retail Key Account Director Philip Juniper added: “Hennessy Artistry is a groundbreaking promotion for Moët Hennessy within travel retail. WDF’s store locations and their unique Contentainment facility provide a superb luxury environment to best showcase the total brand experience. This is an example of the partnership approach we intend to develop with WDF to bring further excitement and world class offers to the travelling consumer.”
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