Lagardère Travel Retail’s World Whisky Tour
Lagardère Travel Retail recently concluded one of the largest promotional campaigns run within their Aelia Duty Free business in the Pacific region: The World Whisky Tour.
Exclusive to the Pacific region, the promotion now in its second year celebrates our whisky category, while providing one customer the chance to win AU$100,000 to fund their ultimate whisky experience -a tour of their favourite distilleries in the world. Guaranteed is an AU$2,500 cash prize together with a whisky inspired weekend away.
Customers become eligible to enter the World Whisky Promotion when selected products are purchased over a certain threshold in any Aelia Duty Free store in the Pacific region, with the number of entries increasing incrementally depending on the amount spent.
Running for 8 weeks, the promotion attracted thousands of entries across the region. Our lucky winner, Ian Johinke was returning home to Adelaide from a family holiday in Fiji. As a regular customer of Aelia Duty Free in Adelaide Airport, he purchased a selection of whisky products, including platinum partner brand Johnnie Walker, and was encouraged by a team member to enter the competition.
The prize consisted of a tour of NZ Whisky Co in Oamaru, New Zealand and the opportunity to play for the chance to win AU$100,000. The group were treated to a whisky tasting and tour of the distillery prior to the game being played.
In front of an excited crowd made up of Dunedin Airport executives, sponsors, business partners and Lagardère Travel Retail guests, Ian nervously selected 2 out of 20 canisters from the top of whisky barrels in the maturation room at NZ Whisky Co. While the correct canisters were not selected to win the AU$100,000, Ian was thrilled with his AU$2,500 prize, along with the trip to Dunedin and Oamaru, his first holiday with his son in 30 years.
CEO for Pacific region Przemek Lesniak said the promotion has been successful for Aelia Duty Free and well supported by our suppliers, landlords and customers alike “With the aim of the promotion to encourage additional engagement from our customers, it also offers our keys sponsors greater ability to communicate their brand message throughout the campaign period”.
The campaign was supported by major brands including platinum partners NZ Whisky Collection, Talisker, Glenmorangie, Johnnie Walker, Wild Turkey, The Chita, Canadian Club, Jameson, Jim Beam, Glenfiddich, The Glenlivet, together with positive backing from our key Airport Landlords.
The World Whisky Tour promotion is currently shortlisted as a finalist in the 2018 Frontier Awards in the Marketing Campaign of the Year by a Retailer category.