Diageo Global Travel has launched an omnichannel activation for Johnnie Walker Blue Label in Changi Airport, Singapore, the first in Asia Pacific.
Passengers are invited to immerse themselves in the luxury world of Johnnie Walker Blue Label to discover the unrivalled depth of flavour this iconic brand has to offer.
The exciting new concept from the world’s #1 whisky brand in travel retail* kicks off with a special event hosted by the Diageo Global Travel team alongside partners from Changi Airport Group (CAG) and Lotte Group, marking the first official opening of this stunning new experiential hub in APAC, located in Changi Airport, Terminal 3.
Shoppers have the opportunity to discover the flavours of this exceptional whisky at a bespoke sampling bar and product discovery area, which offers an immersive and multi-sensory experience, aided by LCD back-wall displays and surround sound headphones.
Travellers can also check out the gifting station which offers a hand-crafted personalisation experience producing bespoke gift wrapping and customised luggage tags, positioning Johnnie Walker as the perfect present to meet shoppers’ gifting needs in the travel retail channel.
The Johnnie Walker Blue Label pop-up will be supported by an omnichannel campaign, where passengers get a personalised experience throughout their journey, from pre-travel to destination.
Passengers at Changi Airport will be offered the opportunity to pre-order the bottle on iShopChangi.com before they fly. Upon confirmation, they will be presented with the option to collect the purchase at the iShopChangi Collection Centre when they depart.
A media campaign on digital screens in T3 arrivals and departures went live on 30 June to keep passengers updated of the new offering as they make their journey through the airport.
Commenting on the news, Sandra Tassilly, Diageo Global Travel Commercial Director for
APAC, MENA and India said: “We’re delighted to see this new brand concept for Johnnie Walker Blue Label being launched in Changi, opening up a world of luxury for Changi passengers to experience.
Our trinity partnership with Changi Airport and Lotte, empowers us to connect with luxury shoppers at the airport, which is vital for our growth within the region. Working together to bring this omnichannel approach to APAC, offering shoppers pre-travel online purchases and a personalised and multisensory tasting experience, will not only appeal to the luxury shopper but also a new generation of whisky drinkers, which is really thrilling.
We’ll continue to build on this strong partnership to accelerate the recovery and plan for the future success of travel retail in APAC, delivering outstanding service and the perfect gifting solutions for shoppers to enjoy”.
Teo Chew Hoon, Managing Director of Airside Concessions at Changi Airport Group added; “We are pleased to be the first in Asia Pacific to launch the new Johnnie Walker Blue Label experiential pop-up in Terminal 3, in collaboration with Diageo and Lotte Duty Free. In addition to a multi-sensory product discovery area at the pop-up, passengers can look forward to luxurious and bespoke services as they shop at Changi Airport.”
Lotte Travel Retail Singapore Managing Director Edward Im said; “We are thrilled to be the first in Asia to launch the stunning new Johnnie Walker Blue Label experiential hub to enhance our retail proposition for the ever-evolving travellers.”
The new Johnnie Walker Blue Label activation is live in Changi Airport from 24 June to 11 August 2022.