Johnnie Walker x Angel Chen Lunar New Year campaign shines in Asia

By Faye Bartle |

Johnnie Walker Blue Label x Angel Chen Lunar New Year campaign.

The ‘colourful and digitally driven campaign’ for Johnnie Walker Blue Label x Angel Chen is being brought to life at airports across APAC.

Diageo Global Travel (GT) has teamed up with Shanghai-based designer Angel Chen to create limited edition designs for Johnnie Walker Blue Label in celebration of the Lunar New Year.

Chen’s vivid Year of the Rabbit design features a dynamic, modern interpretation of 2023’s zodiac animal, the rabbit.

To raise awareness of the collaboration, Diageo GT has launched a high-profile campaign at Incheon Airport, as well as a series of digital activations at leading hubs in the APAC region – the majority of which are running until mid-February.

“We’re delighted to bring this spectacularly colourful and digitally driven campaign to APAC passengers, opening up the Johnnie Walker Blue Label world of luxury for passengers to explore and gift during this Lunar New Year,” said Sandra Tassilly, Diageo Global Travel Commercial Director for APAC, MENA.

“Our omni-channel approach allows us to greet and engage customers during the build up to Lunar New Year in an immersive, dynamic and disruptive way.

“Combining the physical boutique and gifting experience with a digital wrap around, we aim to be there at every step of the journey.”

Johnnie Walker Blue Label x Angel Chen Lunar New Year campaign.

The Johnnie Walker limited edition designs for Lunar New Year have been created by Shanghai-based designer Angel Chen.

The digital campaign reaches passengers at milestones throughout their journey.

Before they travel, consumers are targeted by lifestyle digital media (such as DiDi, a taxi hailing app, and Xiecheng, a flight-booking app), as well as via traditional media (including Condé Nast Traveller) and social media (unboxing experiences with influencers).

The high impact media placements are located within the check-in and departure lounges of key locations including Haikou Meilan International Airport, Hai Tang Bay Shopping Centre in Hainan, Changi Airport in Singapore (including digital screens, billboards and a lift wrap in T3) and Taiwan Taoyuan International Airport.

These are in addition to the striking media tunnel takeover in Incheon Airport positioned at check-in, which includes a giant LED tower (see the video above) positioned post security and digital screens located in the departures lounge of the airport.

Johnnie Walker Blue Label x Angel Chen Lunar New Year campaign.

High impact media placements are positioned in check-in and departure lounges of key locations including Haikou Meilan International Airport.

For inflight, Diageo GT is trialling a boarding pass tie-up with Hainan Airline that allows consumers to scan a QR code on their pass to pre-order products.

Once they are in-destination, consumers receive a reminder about their New Year shopping in Hainan via WeChat.

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