Bacardi Global Travel Retail is running a major Chinese New Year campaign at 11 airport and border crossing locations in six countries across the Asia-Pacific region. It will run until March, targeting shoppers with gifting opportunities involving a range of goods.
Branded activations are already in place at airport locations in China, Australia, Malaysia, South Korea and Sri Lanka. An Instant Win Lucky Dip promotion is running alongside the campaign, with prizes ranging from travel-size bottles of spirits in the Bacardi portfolio to travel accessories, Apple Watches and iPhones. Sample tastings at duty-free stores will be held, with Singapore Changi offering items in a limited edition tin.
Vinay Golikeri, regional director Asia-Pacific, Middle East and Africa, 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 travelers 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.”
Written by Chris Anderson
