Pernod Ricard installed a new Ballantine’s activation at Incheon and Gimhae International Airports in Korea in November.
The new activation encourages travellers to ‘Discover the Legend’ by guiding them on a journey to learn more about the Ballantine’s 30 Year Old through displays and interactive technology
Ballantine’s 30 Year Old is being displayed in 3D holographic units using “anamorphic art to symbolise the depth of flavours in this exclusive whisky”. Alongside the displays, the airport is featuring the brand’s new ‘Discover the Legend’ advertising campaign.
The campaign employs the use of touch screen TVs for its latest campaign in Korea. According to Pernod Ricard, this is the first time “prime touch technology has been used by the wine and spirits industry in Asian duty free”.
Ballantine’s has also installed ‘discovery units’ in the airports allowing consumers to enjoy the whisky’s nosing ritual as well as an opportunity to learn more about the product. The activation is being supported by a gift with purchase to drive sales with the airport retailers.
Ballantine’s has also been the title sponsor for the Korean Ballantine’s Golf Championship since its launch in 2008; Korea’s first European Tour event and the country’s largest golf event.
During March and April activations took place in Incheon and Gimhae International Airports, South Korea, Hong Kong International Airport, Singapore Changi International Airport, as well as airports in Vietnam and Indonesia.
In South Korea’s Incheon Airport, travellers could “discover their true character with the Ballantine’s Golf 3D simulation game and experience the brand message; ‘True Character Leaves an Impression’.”
Passengers could also pose with a virtual trophy created by augmented reality technology in the 2012 Ballantine’s Championship Booth receiving a photo and small gifts.
According to the whisky brand, more than 1,000 participants agreed for their images to be uploaded to the Ballantine’s Facebook page and shared with their Facebook friends. [It is worth noting that the Ballantine’s Facebook page currently has 164,000 ‘followers’ and counting – Ed.]
“Ballantine’s 30 Year Old is not just a whisky, to many of our customers worldwide it’s a real legend,” says Kyung Min, senior brand manager for Ballantine’s, Pernod Ricard Asia Duty Free.
“The outcome of this campaign is not just visually impactful; it is also interactive and inspirational.”
Ballantine’s 30YO is only available in limited quantities; the malts and grains are aged for 30 years. Ballantine’s is the No 1 Ultra Premium and Prestige Scotch whisky range in Global Travel Retail.
Asia & Pacific,