June 30 2022  |  Spirits & Tobacco

Diageo Global Travel launches new Johnnie Walker Blue Label pop-up in Changi Airport

By Jane Hobson

Product display at the new Johnnie Walker Blue Label Pop-Up at Changi Airport

Diageo Global Travel announces today the launch of an omnichannel activation for Johnnie Walker Blue Label in Singapore’s Changi Airport, making it the first in Asia Pacific.

“Passengers are invited to immerse themselves in the luxury world of Johnnie Walker Blue Label to discover the unrivalled depth of flavor this iconic brand has to offer,” reads the Diageo press release.

The new concept kicks off with a special event hosted by the Diageo Global Travel team alongside partners from Changi Airport Group (CAG) and Lotte Group, marking the first official opening of the APAC hub, located in Terminal 3.

Left to right: Sandra Tassilly,Diageo Global Travel Commercial Director for APAC and MENA and India; Teo Chew Hoon, Managing Director of Airside Concessions at Changi Airport Group; and, Edward Im, Lotte Travel Retail Singapore Managing Director

Shoppers can experience the flavors of the exceptional whisky at a bespoke sampling bar and product discovery area, which offers an immersive and multi-sensory experience with LCD back-wall displays and surround sound headphones.

Travelers can also check out the gifting station which offers a hand-crafted personalization experience producing bespoke gift wrapping and customized luggage tags, positioning Johnnie Walker as the perfect present to meet shoppers’ gifting needs in the travel retail channel.

The Johnnie Walker Blue Label pop-up will be supported by an omnichannel campaign, where passengers get a personalized experience throughout their journey, from pre-travel to destination.

Passengers at Changi Airport have the opportunity to pre-order the bottle on iShopChangi.com before they fly. Upon confirmation, they will be presented with the option to collect the purchase at the iShopChangi Collection Centre when they depart.

Shopper exploring the new Johnnie Walker Blue Label Pop-Up in Changi Airport

A media campaign on digital screens in T3 arrivals and departures went live on 30 June to keep passengers updated of the new offering as they journey through the airport.

“We’re delighted to see this new brand concept for Johnnie Walker Blue Label being launched in Changi, opening up a world of luxury for Changi passengers to experience,” said Sandra Tassilly, Diageo Global Travel Commercial Director for APAC and MENA and India. “Our trinity partnership with Changi Airport and Lotte, empowers us to connect with luxury shoppers at the airport, which is vital for our growth within the region. Working together to bring this omnichannel approach to APAC, offering shoppers pre-travel online purchases and a personalized and multisensory tasting experience, will not only appeal to the luxury shopper but also a new generation of whisky drinkers, which is really thrilling.

We’ll continue to build on this strong partnership to accelerate the recovery and plan for the future success of travel retail in APAC, delivering outstanding service and the perfect gifting solutions for shoppers to enjoy.”

Teo Chew Hoon, Managing Director of Airside Concessions at Changi Airport Group added, “We are pleased to be the first in Asia Pacific to launch the new Johnnie Walker Blue Label experiential pop-up in Terminal 3, in collaboration with Diageo and Lotte Duty Free. In addition to a multi-sensory product discovery area at the pop-up, passengers can look forward to luxurious and bespoke services as they shop at Changi Airport.”

Lotte Travel Retail Singapore Managing Director Edward Im said, “We are thrilled to be the first in Asia to launch the stunning new Johnnie Walker Blue Label experiential hub to enhance our retail proposition for the ever-evolving travelers.”

The Johnnie Walker Blue Label activation is live at Changi Airport from June 24 to August 11.


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