Diageo’s global travel retail division has commenced an activation in Singapore for a city-specific bottling from flagship blended Scotch Johnnie Walker.
On sale exclusively at Singapore’s Changi Airport [SIN], Johnnie Walker Blue Label ‘Cities of the Future – Singapore Edition’ is the subject of a pop-up outlet in Terminal Three. The concept, created in partnership with Changi Airport Group and Lotte Duty Free, “invites passengers to journey with Johnnie Walker through a utopian vision of Singapore in 2220” through the use of an NFC chip in the bottle’s label as well as LCD displays.
Also featuring in the pop-up is a sampling area, a gift-wrapping service and branded luggage tags. The brand owner will support the activity on the advertising screens around the airport’s arrivals and departures areas.
The pop-up runs until 12 May.
Late last year, Diageo ran a “gifting studio” for Johnnie Walker, again in Changi Airport, offering a free Blue Label-branded duffel bag with any purchase.
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