Edrington Global Travel Retail (GTR) has launched a number of prominent Diwali-themed activations as part of a three month campaign for The Macallan Scotch whisky.
The campaign is running from October to December and comprises activations in a number of key airport hubs in Asia, Europe and the Middle East, said Edrington GTR.
Building on the success of a similar campaign in 2017, this year’s programme, which is more ambitious in scope, continues the aim of driving “single-malt recruitment and premiumisation” among Indian travellers.
The Macallan has partnered with Dubai Duty Free, taking over “high-profile promotional sites” and branded gondolas at the retailer’s Concourse A, B, C and D stores at Dubai International Airport.
These activations ran throughout October and November and targeted gifting with the slogan ‘Celebrate Diwali with The Macallan’. Visual elements featured the peacock, the national bird of India, which is symbolic in Hindu mythology, Edrington GTR said.
Special gift bags and sleeves were available with purchases of The Macallan Rare Black Cask, and multi-lingual brand ambassadors were available to attend customers.
Edrington GTR said Dubai Duty Free sales of The Macallan increased +21% compared to last year’s Diwali activation, which it believes shows a momentum spurred by the new Quest Collection, a travel retail-exclusive which launched earlier in 2018.
In October, a tasting bar was installed at London Heathrow Airport Terminal 4. Specially trained brand ambassadors were available to educate travellers on The Macallan Quest Collection and lead tastings. As in Dubai, special gift bags and sleeves were available.
Edrington GTR said the Heathrow activation saw a tenfold volume increase in sales compared to 2017, “a clear indication that gifting elements successfully supported the overall premiumisation focus”.
Significant promotional activity will run through November and December at Delhi Indira Gandhi International; Mumbai Chhatrapati Shivaji International; Chennai International; and Kolkata Netaji Subhas Chandra Bose International airports.
Edrington Managing Director EMEA Travel Retail Jeremy Speirs said: “Following the success of The Macallan’s debut Diwali activation last year at Dubai Duty Free and London Heathrow Airport, we’re pleased to have the opportunity to execute the campaign on an even larger scale in 2018, across Europe, the Middle East and Asia.
“This year’s Diwali promotions strengthen our long-term strategy to drive premiumisation with Indian travellers and engage them through an insight-driven approach, executed at key airports in close partnership with our retail partners.
“We’ve been delighted by the feedback and results from both locations and are hugely excited at the ongoing potential for this unique initiative as we continue to refine our strategy and recruit Indian consumers.”
