Hennessy revisits Spirit of Travel campaign
LVMH-owned Hennessy Cognac is rolling out a series of activations across travel retail in Paris, Hong Kong, Macau, Taiwan, Hainan, Singapore, Seoul and Dubai.
It has developed the campaign specifically for travel retail, to position Hennessy XO at the ‘intersection of culture, craftsmanship and travel’.
The campaign’s theme is ‘Odyssey of Travel’ and features destination-exclusive decanters that embody a ‘distinct sense of place’.
This is further brought to life through ‘immersive’ retail environments inspired by the Hennessy XO silhouette and ‘destination-specific’ colours, textures and architectural references.
Each decanter is accompanied by an embossed leather luggage tag. Travellers can also purchase a location-exclusive giftbox at each airport.
The decanters are encased in a fully recyclable protective case made from 100% paper pulp.
The campaign was unveiled at Paris Charles de Gaulle Airport Terminal 1’s Les Caves Particulières, before extending across key travel retail destinations including Incheon Airport, Hong Kong West Kowloon MTR station, Taiwan, Hainan, Singapore, Seoul and Dubai.
In Singapore Changi Airport, the activation features a spinning wheel for branded gifts.
Each airport will also feature high-visibility media placements for the Hennessy campaign across departure halls.
The Hennessy Crystal Cocktails experience is described as a ‘multi-sensory format that combines craftsmanship, surprise and discovery’. The activation introduces travellers to Maison Hennessy’s blends through tastings and experiential elements.
At Hong Kong International Airport, the activation is elevated through a collaboration with The Quinary bar and its mixologist Anthony Lai, who has created a selection of exclusive Hennessy VSOP cocktails. These are served on tap to ensure consistency and quality.
Cocktails include the VSOP Mojito and VSOP Earl Grey.
Earlier this year, Hennessy hosted a Lunar New Year pop-up at Singapore Changi Airport in collaboration with travel retailer Lotte Duty Free.
The Cognac brand also partnered with Latin music icon Bad Bunny in London this month, and entered the ready-to-drink space.
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