Walker’s Shortbread has created an immersive brand experience at Dubai International Airport, in partnership with Dubai Duty Free (DDF). The pop-up activation is running from 15-30 November in terminal 3.
A key feature of the activation is a shortbread replica of Dubai’s famous Burj Khalifa structure, made by food artist Prudence Staite. Other “World of Walker’s” experiences have included activations at Edinburgh Airport and Aberdeen Airport this summer, which featured a shortbread statue of Edinburgh Castle.
Throughout the promotional period, travellers at Dubai are being invited to sample Walker’s Shortbread Fingers, and discover the brand’s prestige Festive range and Festive Shapes global travel range (GTR).
The Walker’s Shortbread Sense of Place
The Dubai pop-up also incorporates a competition to win a hamper of Walker’s festive products, by guessing the correct number of pieces of shortbread in the Burj Khalifa statue.
This is Walker’s third partnership with Dubai Duty Free. It follows on from the release of the exclusive ‘World of Walker’s: Dubai Shortbread Highlanders’ gift box, introduced at Dubai International earlier this year, and the 2022 launch of Walker’s global travel range at the location, which incorporated an immersive Scottish experience.
Walker’s Shortbread Head of Marketing Sarah Macaulay commented: “This time of year is all about connection and Walker’s makes for the perfect gift or self-treat. We’d love for more travellers to take Walker’s with them and enjoy it with loved ones – encouraging shared moments of joy all over the world.”
She added: “With a wide breadth of customers across the globe, we’re proud to be bringing this activation to Dubai Airport in partnership with Dubai Duty Free, reaching almost two million passengers who will be travelling through this festive season.
“We’re excited about this latest GTR experience, which is a key growth channel for us at Walker’s. We have lots more exciting plans in the pipeline and remain committed to offering localised Sense of Place products which showcase Scotland at its finest for customers and travelling consumers around the world.”
DDF Senior Vice President for Purchasing Sharon Beecham noted: “We are always excited to partner with Walker’s Shortbread for new product launches and exciting activations that best represent Scotland at its finest.
“We are positive that with this immersive experience and the opportunity to win, it will entice passengers travelling to Dubai International Airport to shop at Dubai Duty Free.”