Ballantine’s rolls out ‘Stay True’ initiativeBy Kristiane Sherry
Pernod Ricard Asia Travel Retail is hosting an interactive, educational Ballantine’s activation to encourage consumers to ‘Stay True to Your Blend’.
Taking place at Incheon International Airport and Shanghai Pudong International Airport until August 2016, the initiative will see customers “explore and celebrate their personality” through the Ballantine’s product offer.
Travellers at the airports are encouraged to interact with a digital game via the microsite sky-reward.com, or via iPads set within the retail space. The game uses personality traits – for example “daring adventurer” and “playful guru” to introduce the range of Ballantine’s blended whiskies.
Once the passenger has identified their “blend”, an interactive blending table in store provides details of their corresponding whisky.
Through a nosing and tasting ritual, they can sample Ballantine’s 17 Year Old, Ballantine’s 21 Year Old, Ballantine’s Limited, and Ballantine’s 30 Year Old, and then share results on social media.
Travellers who take part will receive a gift-with-purchase, and be given a voucher to enter an online draw to win a trip to Scotland for a “truly Scottish Ballantine’s experience”.
Pernod Ricard Travel Retail Asia is driving awareness of the “Stay True to Your Blend” experience with a supporting through-the-line campaign to increase engagement with travellers at every stage of their travel journey.
Last month, Pernod Ricard Travel Retail Asia rolled out spirit drink Ballantine’s Brasil in the region to tap into the Olympic Games opportunity.