Travel retail highlights
A taste of the Seven Kingdoms
As the last series of Game of Thrones captivates its large fanbase, Diageo has partnered with DFS Group to launch an activation based on the hit TV series at Singapore Changi Airport.
The activation features interactive experiences including immersive games, tastings, food pairings and photo opportunities. It highlights Diageo’s recently-launched Game of Thrones Single Malt Scotch collection, which matches one whisky to each of the show’s Houses of Westeros.
Diageo General Manager (Asia, Pacific, Middle East, India & Egypt) Paulo Guludjian said the activation would drive “cultural relevance”. He added: “This opportunity is the result of Diageo’s willingness to make travel retail and Changi, in particular, a destination where travellers are entertained while discovering exceptional new drink options.”
The well-timed activation transports passengers to a striking fantasy world, and the commercial reality might just turn out to be equally attractive.
In the House: The show's Iron Throne, which unites all seven kingdoms, features prominently in the activation.
Vying for consumer attention with the campaign are (from left to right) DFS Group General Manager Prashant Mahboobani; DFS Group Managing Director Singapore and Indonesia Wilcy Wong; Diageo General Manager (Asia, Pacific, Middle East, India & Egypt) Paulo Guludjian; and Changi Airport Group Senior Vice President, Airside Concessions Division Teo Chew Hoon.
Spirit of adventure: Diageo’s recently-launched Game of Thrones Single Malt Scotch Whisky Collection celebrates the eigth and final season of the show. Each of the Houses of Westeros are represented.
The Moodie Davitt eZine | Issue 260 | 7 May 2019