As part of a global initiative, Maker’s Mark is launching its largest-ever duty free execution related to its limited-edition Maker’s Mark gift packs at Sydney and Melbourne airports in Australia, entitled ‘The Mark Of…’.
These limited-edition gift packs are being introduced to airport duty free shops around the world, featuring famous and memorable landmarks from the participating cities, with each offering’s images depicting images of the country where it is sold and exclusively available in that airport’s duty free shops.
“This is a major execution for Maker’s Mark in Asia-Pacific and globally, aiming to raise awareness of the premium, hand-made qualities and character of Maker’s Mark in the Global Travel Retail market,” said Trent Chapman, Brand Director, Beam Global Australia.
DESTINATION MERCHANDISE THEME
“The duty free area of an airport acts as a shop window to the world,” added Luke Maga, GTR Manager Australia/Pacific Islands & Licensing Australia. “The promotions at Sydney and Melbourne Airport will offer passengers a unique experience before they travel, as well as the opportunity to purchase an innovative, limited-edition pack – the perfect gift or reminder of their time in Australia.”
The ‘Mark of Sydney’ gift packs feature the city’s iconic Harbour Bridge. These collaboratively designed packs recently arrived at the Sydney Airport International Departure Lounge, showcased in an ‘eye-catching display’.
SAMPLING AND COCKTAILS
At the same time, departing passengers can indulge themselves with samples – either neat or in a cocktail mixed by the Maker’s Mark models – while receiving offers on purchases at the stand.
Following the Sydney execution, Beam Global Australia says that a similar offering will be made available at Melbourne Airport in a few week’s time with the ‘The Mark of Melbourne packs’ featuring the city’s famous Yarra River and Melbourne skyline.
The promotion at Sydney Airport runs for six weeks, with Melbourne rolling out on March 21 and the gift cartons will be available for purchase for the remainder of 2011. [The Nuance Group is the duty free concessionaire at both airports-Ed].