Liquor supplier Pernod Ricard Travel Retail (PRTR) has launched a new Ballantine’s promotion in Korean duty-free. Starting in November, travellers going through Seoul Incheon and Gimpo International airports are encouraged to learn more about Ballantine’s 30yo through special displays and interactive technology.
The activation includes 3D holograpgic units using anamorphic art to “symbolise the depth of flavours” in the whisky, according to the supplier. Each airport is also featuring the brand’s new Discover the Legend advertising campaign for added stand-out. Transparent touchscreen TVs also show the story behind Ballantine’s 30yo.
PRTR added this is the first time touch technology has been used by the wine and spirits industry in the Asian duty-free channel. “Discovery units” have also been installed in the airports allowing consumers to enjoy the whisky’s nosing ritual and learn more about the rarity of the product. The activation is being supported by a gift with purchase to drive sales with the airport retailers.
Pernod Ricard Asia Duty Free senior brand manager for Ballantine’s Kyung Min said: “Ballantine’s 30yo is not just a whisky, to many of our customers worldwide it’s a real legend. We are proud to present this innovative campaign that invites travellers from around the world to discover the hidden story and the depth of flavour of the legendary Ballantine’s 30yo in a luxurious and engaging way. The outcome is not just visually impactful; it is also interactive and inspirational.”
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