Bacardi is running a major Chinese New Year campaign at
11 airport and border locations in six countries across the Asia
Pacific region. The three-month campaign runs to March and targets shoppers
with gifting opportunities across its whisky and Cognac portfolio.
Prominent Chinese New Year branded activations are now
running at airport locations such as Shanghai and Beijing airports with
Sunrise, at Sydney with Heinemann, at Brisbane and Perth airports with JR/Duty
Free, at Kuala Lumpur with Eraman and Heinemann, at Seoul with Lotte and
Shilla, with Flemingo in Colombo, Sri Lanka, Lo Wu and Lok Ma Chau with Anway, and the Zhuhai land border crossing with Cheer Signal.
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| Bacardi celebrates Chinese New Year at Singapore Changi Airport |
Top prizes to be won
Shoppers spending a certain amount on
Dewar’s whiskies and single malts are invited to try their luck in an Instant
Win Lucky Dip by selecting a lucky red envelope to reveal their prize. Prizes
range from travel size bottles of spirits in the Bacardi portfolio, travel
accessories and top prizes of an Apple Watch or Apple iPhone 7 Gold, depending
on location.
The campaign focuses on the Dewar’s portfolio of blends
and its single malts Craigellachie, Aberfeldy, Royal Brackla, Glen Deveron and
Aultmore, and Baron Otard Cognac. In addition, Benedictine DOM is a key focus
with DFS at Singapore Changi with an exclusive, limited-edition Good Luck gift
tin. A range of sample tastings is available to add to the fun of the New Year period.
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| Bacardi's promotion at Kuala Lumpur International Airport |
Building brand equity in the region
Vinay Golikeri, Regional Director Asia Pacific, Middle
East and Africa at Bacardi Global Travel Retail, said: “We want to make the
Chinese New Year period our biggest yet with this shopper engagement campaign
across key airports and border crossings in the region. We are focusing on
encouraging Chinese travellers to try our brands, especially with our premium
whisky portfolio. The extended New Year period is a prime opportunity to engage
and connect our brands with the surge in people travelling and to help build
brand equity in the region.”
