To celebrate the new refreshed look for its XO Cognac, Martell has launched a series of promotions in key airports around the globe, including Hong Kong, Singapore, Shanghai, Los Angeles and Paris. The campaign builds on Martell XO Cognac’s positioning as the perfect drink with which to celebrate success.
 |
| Martell XO Cognac's airport showcase |
A striking retail space design, inspired by the signature Martell XO arch, itself a symbol of opportunity, entices consumers to learn more about the brand. An engaging digital experience allows visitors to submit details of their most memorable moments and receive a personalised serve from a Virtual Drinks Strategist. As well as having the opportunity to try the product for themselves on-site, passengers receive a premium card detailing the uniqueness of their chosen moment and their Martell XO Cognac pairing recommendation.
To complement this experience, the new look is brought to life via a partnership with JCDecaux Airport Media, connecting with travelers throughout their airport journey to show how Martell XO is the perfect accompaniment to celebrations with friends and family.
The new bottle is a refreshed premium direction for Martell XO and features a beautiful arch-shape design. It moulds together a bold and contemporary design with a refined brushed-gold trim, seeking to convey the sophistication of the liquid inside. This new Martell XO Cognac design is a statement of success and enables consumers to share and celebrate their achievements.
Martell XO activations are now live at Hong Kong International. Singapore Changi, Shenzhen, Los Angeles International and Paris Charles de Gaulle airports. The campaign will also be featured at Kuala Lumpur International Airport, Taipei Airport, Shenzhen Airport, Zhuhai Airport, Bangkok Airport, New York Newark and Sydney Airport.
The new Martell XO Cognac is available now in global travel retail locations across the globe, retailing at US$283.
