Pernod Ricard Global Travel Retail is supporting the launch of Martell Cordon Bleu Limited Edition with an immersive travel retail-exclusive experience in selected airports.

‘Be The Artist’ encourages travellers through Sydney, Hong Kong, Taipei, Beijing, Shanghai and Paris airports to take part in a virtual reality experience. The activation offers the opportunity to create personalised art and messages – principally to celebrate Chinese New Year – on digital greeting cards.

Martell is supporting the launch of its Cordon Bleu Limited Edition with a virtual reality experience in selected airports.

The bottle and box design for Martell Cordon Bleu Limited Edition was created in collaboration with French Artist Mathilde de l’Ecotais. Pernod Ricard said her designs reflect Martell’s spirit and character.

The virtual experience transports travellers to de l’Ecotais’ studio in France, where they can use a digital paintbrush and palette to create personalised patterns and messages around the limited-edition bottle.

VR touch controllers offer participants a variety of colours with which to express themselves. While the player is immersed in virtual reality, their experience is broadcast to other passing travellers via large screens.

Each work of art is emailed to their creators. The digital greeting card also can be published on social media channels or shared with friends and family.

The virtual reality and digital experiences will run until the end of February.

The 1-litre Martell Cordon Bleu Limited Edition is available now in global travel retail, Asia, the USA and the Pacific region. In parity with Martell Cordon Bleu standard, the RRP is US$229.