The activation centres on GTR-exclusive Martell Noblige Noir, Martell XO and Martell Cordon Bleu.

Pernod Ricard GTR and Maison Martell have launched a major mid-autumn festival campaign across Asian travel retail, promoting three of the cognac house’s expressions through gifting, tastings and festive activations.

Running from 1 September to 31 October, the ‘Golden Moon’ campaign is appearing at selected locations including Hong Kong International Airport, Guangzhou Baiyun International Airport, Singapore Changi Airport, Macau and Taiwan Taoyuan International Airport.

The activation centres on GTR-exclusive Martell Noblige Noir, Martell XO and Martell Cordon Bleu, with travellers invited to take part in tastings pairing the cognacs with premium mooncakes. A series of promotional and gondola displays will support the campaign, alongside complimentary cognac and mooncake pairings and gifts-with-purchase. Travellers making qualifying purchases will receive a navy blue tote bag featuring Maison Martell’s golden swift, with purchase thresholds varying by market.

Pernod Ricard GTR is also supporting the in-store campaign with out-of-home and retailer media in partnership with Avolta and China Duty Free, extending the campaign across airport and downtown locations.

Antonio Duva, General Manager, Asia Pacific at Pernod Ricard Global Travel Retail, said: “Across Asia, Martell is the top choice for gifting and celebratory occasions which is why it is so important that Pernod Ricard positions this prestige spirit at the heart of this beloved festive period. With people travelling all over China and Asia Pacific to reunite with loved ones, it’s the perfect opportunity to elevate Martell’s brand visibility even further, and reinforce its position as the perfect partner for convivial moments.”

READ MORE: GTR boosts Pernod Ricard in fiscal Q3, but FY decline expected

READ MORE: Pernod Ricard & Brown-Forman confirm talks on potential “merger of equals”

READ MORE: Pernod Ricard rolls out “biggest strategic investment for Absolut in GTR”