Moët Hennessy is launching destination-specific packs as part of a marketing activation for its namesake cognac in the global travel retail channel.
Among the assets of the brand’s ‘Spirit of Travel’ campaign, which was initially trialled in Asia last year, will be the release of personalised Hennessy XO ‘decanters’ for Dubai, Hainan, Hong Kong, Macau, Paris, Seoul, Singapore and Taiwan. Each bottle is accompanied by a luggage tag and is only available through the GTR channel in its respective location.
The expanded platform was unveiled at Paris Charles de Gaulle Airport “earlier this year”, followed by “key” GTR locations including Incheon Airport in South Korea, Hong Kong West Kowloon MTR train station and Singapore Changi Airport. Activations involve a ‘spin the wheel’ activity giving away Hennessy merchandise, cocktail serves and tastings – including crystallised Hennessy-flavoured sweets (above).
The campaign’s global rollout follows a ‘fire horse’-themed activation for Hennessy in GTR earlier this year. Timed to mark the start of the Lunar New Year in February, assets included sculptures, tastings, games, “gifting rituals and photo-led interactions”.
Last year, Nicolas Gilardenghi was appointed as new MD of GTR operations for the group, taking over from Leonardo Ferracina.
