Bacardi Global Travel Retail (BGTR) is helping shoppers celebrate The Year of the Dog for Chinese New Year 2018 at 10 Asia Pacific airport and railway locations. This is part of a two-month cross-portfolio campaign in January and February.

The focus is on Dewar’s premium range of scotch and single malts within Baron Otard cognac and a special limited-edition Benedictine Dom gift-tin.

The Bacardi campaign includes prize-draw incentives with the purchase of specific products in different locations. Shoppers are given a scratch-card which reveals their prize from a range including: Apple iPhone 8s, Grey Goose vodka 5cl and 20cl bottles, Benedictine Dom 5cl and Dewar’s 12yo 5cl bottles and Bacardi branded playing cards.

According to BGTR, the Chinese government is expecting 2.98 billion journeys over the Chunyan “Spring Festival Migration”, as people travel too see family, take a holiday abroad and migrants use the opportunity to return home. Quoting The China News Service media outlet, it also indicated 385m rail passengers are expected, as city dwellers returned to visit families in rural China. This represents a 12% increase on 2017.

AIR TRAVEL

In terms of air travel, The Chinese Tourism Academy estimated 6.5m overseas flights in a seven-day period culminating around 16 February, with Sydney, Singapore and Kuala Lumpur key destinations.

Bagardi Global Travel Retail Regional Director Asia Pacific & Middle East Vinay Golikeri said: “The travel statistics for CNY are simply extraordinary. Year-on-year, we’re seeing the emergence of more Chinese consumers at the second stage of luxury, as wealth expands to the provinces and more people travel to and from second-tier cities.

“Discovery of niche brands is a key driver with this group and so the diversity of our portfolio is perfectly positioned to appeal to those looking for something a little different to the mainstream.  It’s an especially exciting time of year for us to engage with shoppers, build our brand equity and share the fun of the season.”