Overview: Pernod Ricard Global Travel Retail and Maison Martell have launched a series of activations across Asia to celebrate the Mid-Autumn Festival. Running until 31 October, the ‘Golden Moon’ campaign is promoting Martell Cordon Bleu, XO and travel retail exclusive Martell Noblige Noir as gifting options during the festival.
The Full Story
The campaign is taking place at selected locations including Hong Kong International Airport, Guangzhou Baiyun International Airport, Singapore Changi Airport, Macau and Taiwan Taoyuan International Airport. Travellers can take part in tasting experiences featuring the three Cognacs paired with premium mooncakes, the traditional Chinese pastry associated with the festival.
The campaign also features promotional and gondola displays, complimentary Cognac and mooncake pairings and branded gifts with purchase. Customers making qualifying purchases will receive a navy blue tote bag featuring Maison Martell’s golden swift, with the required spend varying by market. PR GTR is supporting the campaign with out-of-home and retailer media in partnership with Avolta and China Duty Free, extending its presence from airports to downtown locations.
What This Means
PR GTR General Manager Asia Pacific Antonio Duva said: “Across Asia, Martell is the top choice for gifting and celebratory occasions which is why it is so important that Pernod Ricard positions this prestige spirit at the heart of this beloved festive period.” With people travelling all over China and Asia Pacific to reunite with loved ones, it’s the perfect opportunity to elevate Martell’s brand visibility even further, and reinforce its position as the perfect partner for convivial moments.
Consumer Takeaway
Drinkers can access tasting experiences featuring the three Cognacs paired with premium mooncakes at selected locations including Hong Kong International Airport, Guangzhou Baiyun International Airport, Singapore Changi Airport, Macau and Taiwan Taoyuan International Airport. Qualifying purchases include Martell Cordon Bleu, XO and travel retail exclusive Martell Noblige Noir, accompanied by a navy blue tote bag featuring Maison Martell’s golden swift.
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