Bacardi GTR unveils ‘major’ Chinese New Year activationBy Kristiane Sherry
Bacardi Global Travel Retail (GTR) has launched a three-month Chinese New Year campaign at 11 airport and border crossing locations in six countries across Asia Pacific.
Running until March, the campaign targets shoppers with gifting opportunities across its whiskies and Cognac portfolio in airport locations such as Shanghai and Beijing airports with Sunrise; at Sydney with Heinemann; at Brisbane and Perth airports with JR/Duty Free; at Kuala Lumpur with Eraman and Heinemann; at Seoul with Lotte and Shilla; with Flemingo in Colombo Sri Lanka; Lo Wu and Lok Ma Chau with Anway, and Zhuhai land border crossing with Cheer Signal.
The campaign focuses on the Dewar’s portfolio, shining a spotlight on Dewar’s blends and its single malts Craigellachie, Aberfeldy, Royal Brackla, Glen Deveron, Aultmore, as well as Baron Otard Cognac.
Shoppers spending a specific amount are invited to take part in a lucky dip by selecting a red envelope. Prizes range from travel size bottles of Bacardi to an Apple iPhone.
In addition Benedictine Dom is a key focus with DFS at Singapore Changi with an exclusive, limited edition ‘good luck’ gift tin. A range of sample tastings is available to add to the fun and excitement of the New Year period.
Vinay Golikeri, regional director Asia Pacific, Middle East and Africa, Bacardi GTR, said: “We want to make the Chinese New Year period our biggest yet with this shopper engagement campaign across key airports and border crossings in the region.
“We are focusing on encouraging Chinese travellers to try our brands, especially with our premium whisky portfolio. The extended New Year period is a prime opportunity to engage and connect our brands with the surge in people travelling and to help build brand equity in the region.”