Whyte & Mackay has developed a series of campaigns designed to engage with customers before they travel.
The spirits company, a Platinum Partner at the Moodie Davitt Virtual Travel Retail Expo, said it would demonstrate the omnichannel campaigns at the five-day event.
Across customer websites and dedicated brand pages on social media for the likes of The Dalmore and Jura, Whyte & Mackay is actively and innovatively promoting its diverse whisky portfolio. The company said the outreach campaign will help put travellers into the buying mindset before they set off, in turn giving them greater reason to visit the duty free stores.
For example, each individual malt in the travel retail exclusive The Dalmore Ensemble Collection has been paired with both bespoke music composed exclusively for the collection and tailored illustrations. This content is being diffused through digital channels to create excitement and engagement before shoppers arrive at the shop. The musical experience can also be brought to life through in-store activity.
Whyte & Mackay said it has developed the strategy because the industry cannot simply wait for passenger numbers to recover from the COVID-19 pandemic.
Whyte & Mackay Travel Retail Head of Marketing Clarisse Daniels commented: “Our customers have moved online during the lockdown and that is where we must engage them, excite them and win them over to our brands before they even arrive in the shop.
“We know that consumers are looking for emotionally engaging content online and our collection of pedigree single malts is full of distinctive, interesting and rich stories. We’ve created a series of online content that will connect with potential duty free shoppers; it will bring our stories to life using assets that will engage the audience’s senses, through the use of art or music for instance.”
