Penfolds has partnered with Heinemann Australia to create an underwater-themed activation, ‘Venture Beyond 2023’ at Sydney Airport T1 Departures.

The event is running from October to December at the location, ahead of a global roll-out. The installation is the second in Penfold’s ‘Venture Beyond’ series.

The distinctive pop-up was inspired by the limited-edition blue colourway of the Penfolds Bin 389 Cabernet Shiraz Exclusive Travel Gift Pack.

Drawing on themes of oceanic discovery, the activation invites passengers to voyage into the depths of the sea, harnessing visuals of scuba divers and coral-like display shelves.

Penfolds targets gifting purchases

The immersive, online-to-offline experience incorporates a digital personalisation gifting programme, designed to bolster the brand’s ambition to establish itself as the go-to choice for wine enthusiasts during the holiday period.

After purchasing the Penfolds thematic gift pack, shoppers are invited to scan a QR code to create a digital greeting card, which can be personalised with a written or video message. The greeting cards also incorporate key wine information, and an option to sign up to Penfolds’ CRM system.

Following the launch in Sydney, ‘Venture Beyond 2023’ will be rolled out to other travel retail locations, including Melbourne, Singapore, Vietnam, Dubai, and Hong Kong.

Penfolds Chief Marketing Officer Kristy Keyte commented: “We are proud to unveil our new global thematic ‘Venture Beyond 2023’ within Sydney Airport. Driven by self-belief and pioneers by nature, Penfolds continues to journey into the unknown, to push boundaries and explore new possibilities.

“Our latest venture into the deep sea is a testament to this, allowing us to activate our brand values and DNA in unexpected, creative, and consistent ways across global platforms. We extend our gratitude to Heinemann Australia for their support in growing Penfolds in global travel, and for providing such a strong platform to connect with shoppers on the brand’s home soil.”

Heinemann Asia Pacific Director for Purchasing Beauty and Liquor, Tobacco & Confectionery Ranjith Menon added: “We are delighted to partner with Penfolds to bring the ‘Venture Beyond 2023’ concept to life.

“This immersive activation elevates the exclusive Penfolds offerings and aligns seamlessly with our commitment to offering unforgettable experiences to travellers. We look forward to seeing travellers engage with the pop-up and dive deeper to explore the Penfolds range in global travel.”

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