SINGAPORE. Diageo Global Travel & Middle East (GTME) has reported spectacular success for its high-profile Formula 1 promotion at Changi Airport, which concluded this week.
The promotion, held to celebrate the Singapore Grand Prix which took place on Sunday night, ran from 5 September and involved a ‘Trinity’ partnership involving Diageo GTME, liquor retailer DFS and Changi Airport Group. Johnnie Walker is closely linked to Formula 1 through its sponsorship of the Vodafone McLaren Mercedes team.
As reported, the promotional activation included virtual reality driver suit technology and a full-scale F1 car, positioned in the Terminal 3 concourse, adjacent to the main DFS store.
Travellers had the opportunity to have their photos taken in front of the car and their faces transplanted onto the body of an F1 driver, thanks to digital technology.
Travellers lined up to have their photos taken in front of the racing car - and be turned into F1 aces
But first (see man on far right) they had to sign the 'Join the Pact' non drink-driving pledge
The promotion wasn't confined to the concourse - in-store DFS and Diageo had also focused on the big race
(Above and below) Heikki Kovalainen does live interviews at Changi T3, just days before the Singapore Grand Prix
Heikki Kovalainen signs a highly tailored autograph for a delighted pasenger
Leading by example: The F1 star adds his voice to Diageo's commendable anti drink-driving campaign
But first they had to sign Diageo’s ‘Join the Pact’ pledge, declaring that they would never drink and drive. They then received digital photographs showing them in their racing gear, before being invited to sample a Johnnie Walker Black Label cocktail, where the F1 limited-edition tin pack is on view.
From trackside to airside at Changi Airport
I tried the photo opportunity but Lewis Hamilton has little to worry about...
Last week McLaren Mercedes driver Heikki Kovalainen visited the terminal for 90 minutes to meet fans, sign autographs, conduct a live interview, sign the ‘Join the Pact’ pledge, and even take part in a special Changi race against passengers in a simulator brought in by Diageo GTME for the occasion this year.
Diageo GTME Managing Director Phil Humphreys told delegates at last week’s Trinity Forum in Macau: “We quadrupled our investment this year [over the same period in 2008].
"We did it because that airport authority and that retailer were prepared to go beyond the call – and to open up that airport like never before.
“We’ve had people queuing 100 deep to get onto that concourse platform over the past couple of weeks.That is where we need to go. We need to create these amazing experiences for our shoppers as they move through the airports.”
The Trinity at work as Diageo, DFS and Changi Airport Group bring the Singapore Grand Prix to life at T3
Trackside comes airside: Heikki Kovalainen may only be racing in a simulator but his concentration remains intense
Diageo General Manager Travel Retail Asia Pacific Jay Woo shows the racing spirit
The Trinity partnership personified: (Left to right), Craig McKenna, DFS; Phil Humphreys, Diageo GTME; Heikki Kovalainen; Changi Airport Group Executive Vice President, Corporate Tan Lye Teck; Jay Woo, Diageo GTME; John Hoover, DFS
John Hoover, DFS Group Vice President Global Merchandise Manager, Liquor & Tobacco (left) and Diageo Global Travel & Middle East Managing Director Phil Humphreys shake hands on the success of a spectacular winning partnership
The DFS and Diageo GTME teams celebrate a job well done
TRACKSIDE - AT THE SINGAPORE GRAND PRIX
At the weekend Diageo Global Travel & Middle East hosted a number of Asia's leading travel retailers to the Singapore Grand Prix.
The spectacular combination of a street circuit and a night race made for incredible entertainment as our Picture Gallery shows.
Sunrise Duty Free Chairman Fred Kiang and Diageo GTME Managing Director Phil Humphreys
Heading down to the race are (left to right): Phil Humphreys and Ellie Martin, Diageo GTME; Fred Kiang and Irene Jia, Sunrise Duty Free; Jay Woo, Diageo GTME; Martin Moodie, The Moodie Report; Raymond Cheung, Diageo GTME
Diageo GTME's guests were able to go down to the pit lane and see the flurry of activity in preparing the cars
The result was a sponsor's dream as Lewis Hamilton delivered the result Johhnie Walker craved
Phil Humphreys, Diageo GTME; Gary Chau, Tasa Meng; Jay Woo, Diageo GTME and Fred Kiang, Sunrise Duty Free
Mind your backs: Phil Humphreys, Martin Moodie and Fred Kiang get close to the action
(Above and below) The Singapore street circuit is a night race, adding fantastic drama to the occasion
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