Our regular feature, brought to you in association with Strange Nature gin from New Zealand, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
SOUTH KOREA. Today’s choice of images is courtesy of Hyun Lee, owner of KED (Hankyung), the company that manages OOH advertising at Incheon International Airport.
To celebrate the incoming Year of the Dragon, Diageo has unleashed an impactful Johnnie Walker Blue Label Lunar New Year advertising campaign at South Korea’s main travel gateway.
The only mythical creature among the 12 animals representing the Chinese zodiac, the blue dragon is the fifth sign and believed to be a symbol of strength, prosperity and success. It it seen as a divine guardian in oriental cultures.
The stunning imagery of the ultra-premium blended whiskey’s new expression is showcased on a giant T1 LED screen, which is one of the biggest and most impactful advertising installations on the global airport scene.
The special-edition Lunar New Year packaging, created by popular Los Angeles-based visual artist James Jean, features an innovative and modern interpretation of the 2024 zodiac creature.
The campaign reflects Diageo’s commitment to cultural resonance and innovative marketing. It also aims to increase communications with target travellers at one of the busiest travel hubs in Asia. ✈
