Launching whisky into global travel retail
Global integrated advertising campaign launching four new whiskies exclusively for the global travel retail market.
Challenge
Launch four new whiskies exclusively for the global travel retail market
The Macallan Quest Collection is a quartet of whiskies aged in sherry casks and bourbon barrels made from European and American oak. As a collection it represents the passion of The Macallan brand. Their quest to journey across continents, cultures and terrains to discover the best.
Our task was to convey this passion and appeal to those who are setting off on their travels from airports. We did this by encouraging travellers to take inspiring journeys and make memorable discoveries while never settling in their quest for the best.
We devised Where will curiosity take you – a call to go further and discover more in the pursuit of excellence. A mantra which aligned perfectly with the heart of the whisky brand. We then brought it to life in-airport through digital advertising, store branding, interactive product touch screens and an interactive tasting table.
We also created digital social marketing targeting travellers in each region as the campaign rolled out globally.
Integrated Campaign Elements
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Thousand views on Facebook
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integrated campaign
RETAIL EXECUTION
Full retail
content refresh.
The campaign launched in duty free stores Singapore Changi Airport – capturing this key Asian whisky market first, before rolling out into Taiwan, India and then globally.
The Macallan already had an interactive tasting table but the content was tired. So we created a complete content refresh with our new creative alongside digital POS ‘wonder wall’ screens.
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We make brand campaigns go further with unique ideas crafted by an agile team of integrated creatives and producers.