UK. Rum brand Havana Club has launched its “˜Nothing Compares to Havana’ promotion across travel retail at UK airports this month. Throughout January, the spirit of the Cuban capital is being brought to life in Terminal 3 and T5 at London Heathrow and at Birmingham Airport.

Nothing Compares to Havana aims to highlight the informality, passion and generosity of Havana, which was captured in-store on 14 and 15 January with live Cuban music and salsa dancing at T5, said brand owner Pernod Ricard.

In addition, throughout January, brand ambassadors are sampling mojitos from the Havana Club Car bar at all three terminals, inviting consumers to learn how to make and taste the Cuban cocktail.

A Havana Club shopping bag is also being offered as a gwp with Havana Club 7yo and a Gilles Peterson New Cuba Sound CD with every purchase of Havana Club Añejo Reserva.

The spirit of the Cuban capital is being brought to life at London Heathrow and Birmingham airports as part of the month-long Havana Club campaign

To highlight the in-store activity, an invitation to the bar has been included on boarding cards that have been printed prior to arriving at London Heathrow. Passengers flying British Airways long-haul during January can also view a Nothing Compares to Havana 30-second TV advert during BBC World News from the on-demand service onboard.

Pernod Ricard Travel Retail Europe Marketing Director John Smailes said: “Nothing Compares to Havana is a refreshing campaign that reiterates Havana Club’s authentic Cuban heritage. We are thrilled the campaign is being launched to international travellers from the important UK market and believe the expressive and engaging theatre will drive trial, and the educational sampling will encourage people to trade up to the Havana Club premium range.”

Click on the icon above to view the “˜Nothing Compares to Havana’ TV advert