Travellers are being offered the opportunity to become a polo
player with Royal Salute, thanks to a new campaign from the Scotch whisky brand. Brand owner Pernod Ricard has launched the campaign to
celebrate the historic affiliation between the world’s leading luxury Scotch
whisky brand and the game of polo.
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| Royal Salute sponsors major polo tournaments |
Through an interactive brand experience, travellers are
invited to “become a polo player with Royal Salute”. The promotion began in key
Asian airports, including Korea and Taiwan, in September.
The main campaign is taking place at Taoyuan airport in Taiwan in an out-of-store pop-up space equipped with several eye-catching elements, including a striking artistic
horse sculpture, interactive polo table and complementary luxury tasting area. Passengers are encouraged to participate in a quiz which is accessible on-site
via iPads. A four-day trip to Dubai is the main prize, which includes tickets
to The Royal Salute Nations Cup tournament in Dubai in 2015. The winner
will also attend a polo clinic hosted by a world-class polo player.
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| The Royal Salute pop-up space at Taoyuan airport in Taiwan |
An accompanying social media campaign extends the Royal
Salute pop-up experience online, reaching travellers outside the airport who
are yet to embark on their journey. Players are encouraged to register at
www.royalsalutepoloplay.com and become an exclusive member of the Royal Salute
Polo team. Members are then invited to a complimentary tasting of the Royal
Salute Diamond Tribute.
In addition to the Taoyuan airport promotion, the campaign is also being activated on a slightly
smaller scale in the airports of Taichung, Taiwan, and Korea's Seoul Incheon and Jeju, supported by a luxury gift with purchase offer.
Sandrine Tesniere, Pernod Ricard Asia Travel Retail marketing
manager, said: “We have created an engaging physical and digital experience
aimed at affluent business travellers. Through an innovative and highly engaging
activation, the ‘Become a Polo player with Royal Salute’ campaign embraces the
high-status connection between the leading luxury Scotch whisky brand and the sport
of kings and brings both elements to life. As a result, passengers leave not
only immersed into their own personal Royal Salute experience but also become
truly integrated in the traditions, values and history of the world of polo.”
