Edrington Asia TR hails Macallan activation

Edrington Asia Travel Retail has hailed the success of its multi-location promotional campaign for The Macallan X-Ray Series, which took place across a number of major airports in the region.

The Macallan’s X-Ray Series activation saw a sales uplift of nearly 70% year on year at Taoyuan airport, says Edrington

The large-scale activation visited locations across Asia including Singapore Changi and Taiwan Taoyuan airports.

Changi’s promotion with retailer DFS Group drove a sales uplift of nearly 30%, while at Taiwan Taoyuan, with Tasa Meng, sales grew by nearly 70% versus the same period in 2014, Edrington says.

Now in its final location, the series is rounding off with a significant event at Hong Kong International Airport.

Taking over a large promotional area in DFS’s store, the activation includes a number of educational and storytelling elements, in addition to a tasting bar.

Customers making a purchase of The Macallan X-Ray Series receive a complimentary photo card. Those purchasing multiple bottles will take home a branded Macallan travel bag GWP.

The activation’s design theme was inspired y the range’s links to Nick Veasey, a British photographer who shoots images using an x-ray machine, rather than a traditional camera.

For the X-Ray Series, Veasey produced images based on The Macallan’s “six pillars”: spiritual home, curiously small stills, finest cut, exceptional oak casks, natural colour and peerless spirit. His work appears on the range’s packaging and is showcased in the promotional space.

“The Macallan X-Ray Series has once again showcased the brand’s flair and innovation to the travel retail channel,” said Ryan Hill, Edrington managing director, Asia Travel Retail. “Collaborating with cutting-edge photographer Nick Veasey has seen us take The Macallan into a very striking, contemporary space in terms of instore execution, and it is clear from the results that this has resonated well with travellers.

“Our promotional activation in Hong Kong International Airport, the final in a series across Asia, is our biggest and most ambitious to date: the space in DFS’ store provides the perfect platform for telling the story of The Macallan and the unique X-Ray Series.”

In July this year, The Macallan’s domestic team brought its Rare Cask expression to the UK market.