The striking OOH campaign at LAX.

Edrington-owned single malt Scotch brand The Macallan has created a series of experiential activations to support the launch of its travel retail exclusive Colour Collection.

The initiative incorporates pop-ups at key locations, high-profile promotions, and an out-of-home (OOH) campaign.

The Macallan Colour Collection pop-ups feature The Macallan’s new brand identity – inspired by the brand’s spiritual home, The Macallan Estate. They are currently running at Hong Kong, Beijing Capital, Shanghai Pudong and New York JFK airport.

The installations invite shoppers to discover the new range through design features and touchpoints that communicate the story behind the launch, and the collaboration with US graphic designer David Carson. Shopper engagement is encouraged via an interactive augmented reality (AR) experience.

The Macallan makes an impact

These latest pop-ups follow on from the debut Colour Collection activation at Singapore Changi Airport, which ran from 1 September-18 October last year, and a large-scale animation in Haitang Bay in partnership with China Duty Free Group.

Both activations featured a gallery concept, which invited shoppers to discover The Macallan’s new brand identity and travel exclusive range via a life-size art piece echoing the curves of The Macallan Distillery.

The Macallan Colour Collection airport pop-ups are currently running at Hong Kong, Beijing Capital, Shanghai Pudong and New York JFK (above).

In Europe, Middle East & Africa travel retail doors, The Macallan has implemented a series of high-profile promotions and activations at airports including Paris Charles de Gaulle, Dubai International and Heathrow.

In the Americas region, there have been animations in New York JFK, Los Angeles and San Francisco International airports.

To raise further awareness of The Macallan Colour Collection, the brand has rolled out a substantial OOH campaign at Hong Kong, Dubai, Shanghai Pudong, Singapore Changi, Paris Orly, Paris Charles de Gaulle, Heathrow, Miami and Los Angeles airports.

In addition to the pop-up concepts, to raise further awareness of The Macallan Colour Collection, the brand has rolled out a substantial OOH campaign at multiple key airport locations, including Singapore Changi (pictured).

The campaign at LAX highlighted a unique collage and key visuals created by David Carson to showcase the influence behind the collection.

Edrington Global Travel Retail Regional Managing Director Jeremy Speirs commented: “The Macallan Colour Collection has received an overwhelmingly positive response from both retailers and consumers globally since launching last year.

“It’s clear that consumers are enjoying being able to engage with the brand through our extensive programme of activity. The significant investment behind the Colour Collection launch underlines our unwavering commitment to the channel and we’re excited to bring this impressive new collection to life to even more consumers over the coming months.”

2024 marks the 200th anniversary The Macallan. The celebrations have begun with the reveal of a ‘200 Years Young’ logo, and an evolved brand identity.

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