Jack Daniel’s is inspiring those travelling through London’s Heathrow Airport (LHR) to ‘Reach a little higher, Sip a little bolder’, with its eye-catching showcase for its Single Barrel 100 Proof Travel Exclusive expression.
The brand activation, which was located in LHR’s Terminal 2 and ran during November, spotlighted the ultra-premium Tennessee whiskey, bottled at 100 proof.
“With the increased consumer appetite to trade up when travelling, it is more important than ever to showcase the world of Super Premium + whiskeys that Jack Daniel’s has to offer,” said Ffion FitzGerald, Global Marketing Manager for Jack Daniel’s in Travel Retail at Brown-Forman.
“A ‘Traveler Exclusive’, Jack Daniel’s Single Barrel 100 proof offers global travellers the opportunity to expand their whiskey journey and elevate the moment.”
Jack Daniel’s Single Barrel 100 Proof Travel Exclusive (US$66, available globally in duty free) is matured in handmade oak barrels and bottled in bond at 100 proof.
The expression has a ‘ balanced aroma of toasted oak barrel, sweet vanilla, and light spice’.
It is described as having an ‘exceptionally smooth finish’ and consumers are advised to sip it neat.
The LHT T2 activation offered sampling and was designed to engage consumers and encourage them to learn more about the expression.
It was boosted by ‘significant media investment’ in partnership with HRG Agency, the lead agency for Jack Daniel’s in global travel retail.
The brand also partnered with the Plaza Lounge Network for the activation, giving all travellers who purchased a bottle of the whiskey a one in five chance of winning a pass to the Plaza Lounge, as well as 20% off entry to the lounge.
“Plaza Premium Group are excited to be working in partnership with Jack Daniel’s for the Single Barrel 100 proof campaign in Heathrow,” said Louise Burrows, Plaza Premium Lounge Marketing Manager for Europe.
“There is a clear synergy between the profile of our lounge guests and luxury spirit shoppers and this mechanic looks to add real value to their airport experience.”