UK. Pendulum Spirits-owned whisky brand Fable is celebrating a high-impact animation at London Heathrow Airport Terminal 5 with World Duty Free (Avolta).
The promotion, which runs until the end of May, is being supported by a digital screen takeover across the terminal network, as well as a digital communication campaign at London Gatwick, Glasgow, Edinburgh and Aberdeen airports.
As reported, the animation highlights the launch of a travel retail-exclusive single cask bottling, featuring 575 bottles of Fable Piper Chapter Seven.
The campaign focuses on the distinctive artwork and whiskies from the brand’s episodic Ghost Piper of Clanyard Bay Collection.
The promotional space features artwork created by London-based illustrator and animator Hugo Cuellar, alongside a sampling of the single cask and blended malt whiskies from the range.
Travellers purchasing a Fable single cask bottle at the pop-up will receive a limited-edition print of an illustration from the exhibition.
This includes a London landmark illustration exclusively for Heathrow passengers designed by Cuellar, available in the Terminal 5 gallery. The artist will be at the venue on 18 May to sign prints in person, in celebration of World Whisky Day.
As part of the Whisky Festival, Fable content will run across dozens of digital screens, advertising positions and flight information screens across Heathrow terminals.
World Duty Free Senior Contentainment Manager Holly Fleet said: “The team at Fable have created a visually stunning display and exhibition in the contentainment spaces within our World Duty Free store, and combined with the promotional mechanics they have included alongside their wonderful whiskies, this will be a highly effective activation.”
Fable Whisky Marketing Director Calum Lawrie added: “We wanted to create a striking and extraordinary world for people to step into and allow them to savour whisky in a new way. We love the idea of them being able to immerse themselves in our creative storytelling chapters and Hugo’s glorious artwork and even be able to take some of it home.” ✈
