August 11 2023  |  Airlines & Airports

Brown-Forman GTR launches Jack Daniel's & McLaren F1 pop-up at Schiphol Airport

By Hibah Noor

The F1 activation at Schiphol Airport in Amsterdam

Brown-Forman has created a one-of-a-kind Jack Daniel’s & McLaren F1 Team pop-up activation at Amsterdam Schiphol Airport. The centerpiece of the activation is the replica show car, which will be exclusively displayed at the Lounge 2 central promo point.

Within the Lounge 2 retail space, a special product activation and tasting table will be set up, allowing whiskey enthusiasts to explore and savor the exclusive LTO bottle. For those looking to take home a piece of this collaboration, purchasing two bottles will also entitle them to a complimentary gift.

Stéphane Morizet, Marketing Director, Brown-Forman Global Travel Retail, said, “Our mission is to elevate the brand and shopping experience, which leads us to orchestrate such exclusive initiatives. It is a rare opportunity for travelers to get up close and personal with a McLaren show car. To support social media engagement, visitors are encouraged to share their experience using the hashtag #McLxJD2023. Additionally, video screens will further enhance the immersive atmosphere, providing an unforgettable visual spectacle.”

David Rodiek, Vice President, Managing Director Brown-Forman Global Travel Retail, added, “We are pleased to partner with Gebr. Heinemann to extend our activation through comprehensive product promotions and offer a unique and exclusive experience to the many travelers at Amsterdam Schiphol.”

Jens Peter Peuckert, Director Marketing, Gebr. Heinemann, said, “We are thrilled to offer the Jack Daniel’s & McLaren Racing Airport Experience at our shop at Schiphol Airport. This visually stunning display will without doubt attract passengers. It allows us to target seasoned whiskey enthusiasts while at the same time introducing the brand to newcomers. At Gebr. Heinemann, we always thrive to offer travelers an unforgettable experience – and this certainly counts for one.”

Simon Asmus, Managing Director Schiphol Airport Retail, said, “Being able to curate the two iconic brands McLaren and Jack Daniels together in our shop is a great example of what we want to offer our customers and all travelers. This promotion is a real eye-catcher for everybody. We are proud to be offering this unique attraction.”

To generate excitement and drive foot traffic to the Jack Daniel’s & McLaren activation, an extensive out-of-home media campaign in cooperation with Schiphol Media will be running across the airport's digital screen network and lightboxes. These strategically placed advertisements will amplify the event, ensuring that travelers are drawn to the pop-up activation and its incredible offerings.

The Jack Daniel’s & McLaren pop-up show car, along with the supporting out-of-home media, will be live for a month starting from August 1. The special product promotion activation and tasting space, featuring the LTO bottle, will be available for two months, also starting from August 1.

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