Haig limited edition gets ‘sensory’ activation

Diageo Global Travel & Middle East has hosted a series of large-scale activations in support of the first Haig Club Single Grain Scotch Whisky Limited Edition Design bottle.

The activity took place across a number of global airports, coinciding with the launch of the limited edition one-litre bottle in December 2015, which forms the first release in The Decanter Series.

At London Heathrow Airport, Haig Club took over large interactive screens to stage themed content to travellers. These screens served as a backdrop to the dedicated activation area where brand ambassadors interacted with passengers through body art stamping activity.

Said to bring the flavour notes of Haig Club “to life in a sensory way”, shoppers hands were stamped with scented ink inspired by the aroma and taste profile.

Meanwhile, at Singapore Changi Airport, a similar activation took place, comprising video content on large screens, the body art stamping, product displays and sampling opportunities at the Long Bar in Terminal 3.

At the bar, guests were offered cocktails including the Haig Clubman, and global brand ambassador Will Thompson made an appearance during peak Chinese New Year weekend to discuss the whisky’s credentials.

Additionally a promotion ran at Changi around Chinese New Year whereby shoppers who purchased the 1 litre limited edition bottle received a free 5cl Haig Club sample.

Peter Fairbrother, global marketing director, Diageo GTME, said: “We know that customers and shoppers alike want easy access to exclusive and superior gifts and they are looking for engaging experiences which go beyond the bottle. This is why we were delighted to give shoppers the opportunity to sip a delicious cocktail and pick up a bottle for themselves or a gift for others, in the luxury surrounds of the Raffles Bar in Changi Airport.

“Our investment in this activation, plus the dedicated brand spaces we created in London Heathrow and Singapore Changi Airports and activity in Manchester and London Gatwick Airports shows our commitment to innovating for the channel.”

The limited edition Haig Club bottle is available in travel retail now retailing at £39 for the channel-exclusive one litre format.

Haig Club was first launched by David Beckham and Simon Fuller in 2014. Diageo recently confirmed the former footballer was back on board for a second Haig Club expression.