Diageo debuts Game of Thrones activation in travel retail

Johnnie Walker owner Diageo has partnered with travel retailer DFS Group to launch a Game of Thrones-themed activation at Changi Airport in Singapore.

Diageo transported the Iron Throne to Changi Airport for its latest travel retail activation

The pop-up was unveiled to highlight Diageo’s recently launched Game of Thrones Single Malt Scotch Whisky Collection, which was created to give fans of the show a “taste of the Seven Kingdoms”.

The activation showcased the eight whiskies in the collection, which each match with one of the show’s Houses of Westeros.

At the pop-up, customers will have the opportunity to fully immerse themselves in various interactive experiences including immersive games, tastings, food pairings, and photo opportunities.

Paulo Guludjian, Diageo general manager for Asia, Pacific, Middle East, India and Egypt, said: “This one-of-a-kind activation in Changi will drive cultural relevance for our brands and demonstrates the partnership between the three organisations: Diageo, Changi and DFS.

“This opportunity is the result of Diageo’s willingness to make travel retail and Changi, in particular, a destination where travellers are entertained while discovering exceptional new drink options.”

The pop-up was launched with a special event attended by representatives from Diageo, DFS and Changi Airport.

Teo Chew Hoon, group senior vice president of the airside concessions division at Changi Airport Group, said: “Changi Airport is delighted to showcase this global exclusive pop-up concept with Diageo and DFS.

“Interactive elements such as photo opportunities and a first taste of the exclusive single malt collection will give shoppers the opportunity to dive into the fantasy world as part of the unique travel retail experience only found in Changi.”