The first new activation for Glenmorangie made its debut at Madrid-Barajas Airport in March.

Moët Hennessy Travel Retail Europe has created a series of activations, across six international airports, to support the new Glenmorangie Scotch whisky “It’s Kind of Delicious and Wonderful” campaign.

The first activation – which features a distinctive barber shop concept – made its debut in March, at Adolfo Suárez Madrid–Barajas Airport, in partnership with Dufry.

The other airport locations are Istanbul, Paris Charles de Gaulle, London Heathrow, London Luton, and Edinburgh.

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Targeting new travel retail consumers

Sporting the brand’s signature orange colour, the Madrid pop-up offers a relaxing and immersive experience that is designed to appeal to new, younger and female consumers.

In line with the campaign’s philosophy of finding pleasure in life’s simple moments, the centrepiece of the activation is an innovative barber shop station, where travellers are invited to indulge in some self-care in the form of a rejuvenating hand or face massage.

The new series of airport activations has been designed to support Glenmorangie “It’s Kind of Delicious and Wonderful” campaign, which aims to celebrate life’s simple pleasures, in conjunction with a glass of single malt.

Pop-up visitors may also enjoy a whisky tasting, and learn more about Glenmorangie and its travel retail exclusive collection – The Accord, The Elementa and The Tribute – via the Glenmorangie magazine.

Dufry Global Liquor Category Management Head David de Miguel commented: “At Dufry, we are thrilled to collaborate with Moët Hennessy Travel Retail Europe on this exciting project, which brings a fresh and inventive approach to travel retail.

“We are committed to providing our customers with exceptional and unforgettable experiences, and we believe that Glenmorangie’s activation will offer just that.”

Celebrating life’s simple pleasures

The Madrid activation was inspired by one of the scenes from the Glenmorangie “It’s Kind of Delicious and Wonderful” campaign, which first aired last December.

The Madrid activation incorporates an innovative barber shop station, where travellers can relax and enjoy a hand or face massage.

Created in partnership with photographer Miles Aldridge, the campaign celebrates the simple pleasures of everyday life, which can be transformed into joyous moments by savouring a glass of Glenmorangie’s single malt whisky.

The broader campaign invites consumers to experience the brand by relaxing at a barber shop, taking a hot air balloon ride, or strolling in a greenhouse – activities which are featured within the other airport activations.