The Macallan has unveiled a compelling digital advertising campaign at four major international airports that showcases key turning points in the brand’s history.

The creative was showcased in a month-long installation at Dubai International Airport (DXB) on JCDecaux’s digital network throughout December. It is now being promoted via billboards and digital screens at Hong Kong, Singapore Changi and Macau airports.

From Speyside to Singapore: The campaign embraces high-visibility advertising space at major global hubs

Edrington Global Travel Retail Managing Director Suzy Smith said: “The new brand film for The Macallan is designed to tell the story of the brand’s ongoing pursuit of excellence and its willingness to make brave decisions.

“This dovetails perfectly with recent standout initiatives and investments the brand has delivered in global travel retail, including The Macallan Boutique programme, which has seen us bring The Macallan story to life in Dubai, London and Taiwan, and the recent launch of the channel-exclusive The Macallan Concept Number 2.”

The creative utilised JCDecaux’s state-of-the-art digital network at DXB in December

The film takes viewers to Galicia in northern Spain, the source of oak for The Macallan casks; Jerez in southern Spain, where the casks are built and seasoned with sherry; and The Macallan’s Speyside distillery. It was directed by Juriaan Booij, the soundtrack was created by Hollywood film composer Ryan Taubert, and it was narrated by Scottish musician KT Tunstall.

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Make the call: A clear message for travellers at Hong Kong International Airport

Prime positioning: The advertising makes a powerful statement adjacent to one of Macau International Airport’s two duty free stores