Ballantine’s teams up with wood sculptor
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Pernod Ricard Asia Travel Retail is collaborating with Korean wood artist Lee Sam Woong to launch Ballantine’s 21 Signature Oak Edition, with messaging at every stage of the “Travel Trail”. A full activation strategy will support the launch of the travel retail exclusive blended whisky throughout October and November 2015.
Korean artist, Lee Sam Woong, who specialises in working with wood, has been commissioned to produce a unique sculpture. Ballantines 21 Signature Oak Edition “pays homage” to the influence of wood during the whiskymaking process.
The sculpture will be showcased in Korea’s Incheon Airport to drive consumer engagement. Once the activation finishes, it will be used as a prize in a lucky draw for Ballantine’s consumers.
Pernod Ricard Travel Retail’s “Travel Trail” approach starts with pre-trip awareness through an extensive digital marketing campaign using EDM, Facebook, a dedicated microsite, and advertisements within airport transfers, in-flight media and hotels.
The journey continues in Hong Kong, Korea JDC, Korea ICN, Japan Haneda Center Stage and Beijing T3 with in-airport visibility and pop-up activity where travellers will be taken through a five stage “multi-sensory” journey.
At this stage, travellers can “experience the influence of wood maturation” through the original Ballantine’s 21YO blend.
Finally, volume driving tactics including gifts with purchase, vouchers and a loyalty points programme will create incentive to buy and encourage loyalty and repeat purchase.
The artist-focused partnership comes the month after Ballantine’s announced a new Artist Series of limited edition bottle designs.
Ballantine’s 21 Signature Oak is available in travel retail now with an RRP of US$140.
Questions & Answers
Q.What is the purpose of the sculpture created by Lee Sam Woong?
What is the purpose of the sculpture created by Lee Sam Woong?
The unique sculpture will be showed at Korea's Incheon Airport to engage consumers with Ballantine’s 21 Signature Oak Edition. After the activation period, it will be offered as a prize in a lucky draw for Ballantine's customers.
Q.Which locations will feature the in-airport visibility and pop-up activities?
Which locations will feature the in-airport visibility and pop-up activities?
In-airport visibility and pop-up activities will take place in Hong Kong, Korea JDC, Korea ICN, Japan Haneda Center Stage, and Beijing T3. Travellers will experience a multi-sensory journey at these locations.
Q.What methods will be used to encourage purchases and customer loyalty?
What methods will be used to encourage purchases and customer loyalty?
Volume driving tactics include gifts with purchase, vouchers, and a loyalty points programme. These are designed to incentivise buying and foster repeat purchases among Ballantine's consumers.
Q.How will Ballantine's raise awareness before travellers reach the airport?
How will Ballantine's raise awareness before travellers reach the airport?
Pre-trip awareness will be generated through an extensive digital marketing campaign. This includes EDM, Facebook, a dedicated microsite, and advertisements in airport transfers, in-flight media, and hotels.
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