Hennessy has launched an immersive, basketball themed activation at Los Angeles International Airport (LAX), in partnership with DFS Group, to celebrate the third season of its global basketball collaboration.

Symbolic of the cognac’s ‘Never Stop, Never Settle’ mantra, the activation is designed to ‘engage travellers with the dynamic spirit of a basketball game as they visit the airport’.

Located within LAX’s Terminal B (TBIT), the pop-up commands attention with its eye-catching design.

“Bringing to life Hennessy’s basketball collaboration at LAX in such high-profile, engaging fashion, takes the brand – and indeed the cognac category – into bold new territory,” said Laurent Boidevezi, President of Moët Hennessy Asia Pacific, Global Travel Retail & Private Sales.

“Our approach ensures we are able to engage with a new generation of consumers across multiple touchpoints before, during and after travel, tapping into the excitement and global popularity of basketball.”

Visitors can take part in a digital game and attempt to break shot blocking records. All those who participate will have the chance to take a photo memory of the experience home and the winners receive a sleek white and gold basketball.

In addition, all those passing through can purchase the limited collector’s editions of Cognac Hennessy V.S and Hennessy V.S.O.P, which are available at the pop-up.

“With not one, but two storied teams, LA is truly a basketball city, and LAX the perfect airport to leverage Hennessy’s global collaboration,” said Martin Matthews, Managing Director North America at DFS.

“We are pleased to partner with Hennessy on this campaign which aligns with our vision to put engaging retail at the heart of the passenger experience and offer innovative and memorable concepts to our customers.”

Hennessy Very Special (V.S) is matured in new oak barrels and is ‘bold and fragrant’.

Hennessy V.S.O.P is a balanced cognac, expressing 200 years of Hennessy’s know-how.

Both limited edition bottles feature basketball elements to commemorate Hennessy’s collaboration.

For the campaign, a 12,300-square foot LED installation featuring a striking black basketball court on a rooftop on the approach to LAX, which travellers flying into the hub can catch a view of while on their descent.

The installation features the phrase ‘Take Flight’, and is expected to be seen by over two million international and domestic travellers while it is in place (from 1 November to 31 December).

The brand has also invested in a ‘comprehensive’ paid and earned media programme to raise awareness of the campaign, as well as local market campaigns and influencer partnerships.

This will be further amplified through OOH Digital Display advertising at LAX.