Issue 47 | July 2023
Glenmorangie’s New Campaign Comes Alive at Madrid Airport
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Moët Hennessy Travel Retail Europe has launched a series of creative activations across six airports to support the new Glenmorangie "It's Kind of Delicious and Wonderful" campaign. The first of these vibrantly colourful and highly disruptive activations was created in partnership with Dufry and unveiled at Adolfo Suárez Madrid–Barajas Airport in late March.
This pop-up activation aims to recruit new consumers by targeting a younger generation as well as inviting more women whisky lovers into the fold. Offering a relaxing and immersive experience with universal appeal, the consumer journey includes a moment of relaxation session and a whisky tasting, while reading the Glenmorangie magazine to learn more about the Maison and its travel retail exclusive offer: The Accord, The Elementa or The Tribute.
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The centrepiece of the activation is the barber shop station where all whisky lovers are welcome to discover the campaign's philosophy of finding pleasure in life's simple moments and enjoy a self-care experience. Amidst the hectic atmosphere of a crowded airport, the hand or face massage provides a delightful respite, allowing shoppers to relish a moment of tranquillity and rejuvenation.
