Bacardi Global Travel Retail has launched a new campaign across ten airport and railway locations in Asia Pacific to welcome a wave of Chinese travellers celebrating the Year of The Dog.
The two-month campaign, running until the end of February, has a special focus on Dewar’s scotch, Baron Otard Cognac and a limited-edition Bénédictine DOM gift tin.
The retail locations for the campaign are: DFS at Singapore Changi Airport; China Duty Free Group in Sanya, Haitang Bay; Anway Ltd/Sky Connection stores on the Hong Kong Border at Lo Wu and Lok Ma Chau stations; Eraman Duty Free and Heinemann Asia Pacific at Kuala Lumpur International Airport; Shenzhen Duty Free at Lo Wu Station and Shenzhen Airport; Heinemann Asia Pacific at Sydney Airport; Taiwan Taoyuan International airport with Tasa Meng; and Zhuhai Duty Free.
“Discovery of niche brands is a key driver with this group and so the diversity of our portfolio is perfectly positioned to appeal to those looking for something a little different to the mainstream.” – Bacardi Global Travel Retail Asia Pacific & Middle East, Africa Regional Director Vinay Golikeri
The drinks giant cited several travel statistics forecasting a surge in Chinese travellers over the festive period. In 2018, the Chinese government expects 2.98 billion journeys to take place over the chunyun spring festival travel season.
According to China News, 385 million rail passengers are expected as city dwellers return to visit families in rural China, a +12% increase on 2017.
The China Tourism Academy estimates 6.5 million overseas flights in the seven-day period ending 16 February. Sydney, Singapore and Kuala Lumpur are among the top destinations.
“The travel statistics for Chinese New Year are simply extraordinary and, year-on-year, we’re seeing the emergence of more Chinese consumers at the second stage of luxury, as wealth expands to the provinces and more people travel from and to second-tier cities,” said Bacardi Global Travel Retail Asia Pacific & Middle East, Africa Regional Director Vinay Golikeri.
“Discovery of niche brands is a key driver with this group and so the diversity of our portfolio is perfectly positioned to appeal to those looking for something a little different to the mainstream. It’s an especially exciting time of year for us to engage with shoppers, build our brand equity and share the fun of the season.”
The campaign includes prize draw incentives with the purchase of specific products in different locations. Scratch cards reveal prizes such as: Apple iPhone 8; Grey Goose Vodka 5cl and 20cl bottles; Bénédictine DOM 5cl; Dewar’s 12yo 5cl; or Bacardi-branded playing cards.
