Chabot Armagnac and Zhuhai Duty Free are offering customers the chance to win instant prizes in a joint high-profile promotion at the retailer’s store on the Guangdong-Macau border.
The campaign, which runs from July to September, rewards customers who buy a bottle of Chabot, the world’s leading Armagnac brand*.
The high-profile activation leverages the retailer’s regular use of lucky draws within the extensive shopping complex to offer an array of instant prizes. These vary from a Dyson hairdryer and Fitbit sports watch to Chabot-branded items including trolleys, travel bags, retailer-exclusive ashtrays, and 5cl Chabot miniatures.
“We’re working on a series of promotional ideas designed to capture the essence of the brand and engage with travellers.” – Priscilla Chan
The campaign, designed exclusively for Zhuhai Duty Free, is activated at Chabot Armagnac’s personalised pop-up stand. It marks the brand’s debut high-profile promotion of this nature at one of China’s key duty free locations.
“Our promotions are more usually based on discounts or offering a GWP with spend over a certain amount,” said Chabot Regional Director Asia Pacific Priscilla Chan. “We’ve designed this activation specially for Zhuhai as they regularly use lucky draws within the complex. It seems to really appeal to the consumer profile.
“Consumers are able to enter with purchase of any bottle of Chabot Armagnac and every entry wins a prize. We are expecting a sales lift of at least +50% during the period.”
While specific to Zhuhai, the campaign marks the start of a greater focus on travel retail activations as the brand’s popularity increases, Ms Chan said. “Chabot Armagnac is steadily increasing its distribution within global travel retail and we know the importance of using distinctive promotions to attract consumers and increase our brand visibility. We’re working on a series of promotional ideas designed to capture the essence of the brand and engage with travellers in the various channels of distribution that we operate. It’s an exciting time for Chabot.”
[“Smooth but potent”: This charmingly dated advertising film comes from the 1970s, when Chabot began a rapid ascent through its huge popularity with Japanese travellers at DFS stores]
*Footnote: Chabot, founded in 1828, was acquired by the late John Gentzbourger and family in the 1990s. It is distributed by MG Cellars, the Hong Kong family firm of his son Marc (who passed away in late 2015) and Marc’s wife Kathleen. Kathleen Gentzbourger now drives the development of MG Cellars and Chabot, the best-selling Armagnac brand in the world and in global travel retail.
