Ballantine's makes an arty impression at Heathrow - 10/12/09
Published: 10/12/09
Source: ©The Moodie Report
By Mary Jane Pittilla, Brands Editor
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Driving footfall: Ballantine's Scotch whisky aims to leave an impression at London Heathrow T3, thanks to pavement artist Julian Beever
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UK. In a fresh extension of its ‘Leave an Impression’ marketing campaign, Ballantine’s has collaborated with international pavement artist Julian Beever to create artwork inspired by the Scotch whisky brand outside London Heathrow Terminal 3 this Christmas.
Through this art, entitled ‘Ballantine’s Finest - Street Impression’, Pernod Ricard Travel Retail aims to bring its Ballantine’s campaign to life and increase awareness of Ballantine’s Finest by word of mouth. The concept also aims to allow consumers to become involved with the brand.
Beever will be working on his drawing from 15 to 18 December 2009; it will then be opened to the public from 19 to 23 December. During this time, travellers will be able to interact with the impression and promoters will take Polaroid photographs to be given to travellers as Ballantine’s souvenirs.
In addition, to drive customers to the World Duty Free store in T3, coupons will be handed out offering the chance to win a Ballantine’s branded watch. Travellers will also have the opportunity to sample the Ballantine’s range, and a gift is available with any Ballantine’s reference purchased.
World Duty Free Senior Brand Manager Jonathan Kelsey said the added-value initiative fulfilled the company's mission to provide excellent customer service: "For World Duty Free, the customer is at the heart of everything we do. Our philosophy is to provide our customers with the very best customer service, the most extensive product choice and exceptional value.
"On top of this, we constantly look for ways to excite our customers with exclusive and inspirational products and engaging in-store events which we work closely with our suppliers to achieve.
“We are once again delighted to be working with Pernod Ricard Travel Retail Europe on innovative concepts to drive footfall into the stores, and in particular we are delighted to be able to work with Ballantine’s to help support this outstanding and innovative promotion. It will bring real emotion and excitement to the airport shopping experience, and enables us to deliver added value to our customers by offering them exclusive gifts with every Ballantine's purchase made in our store."
Innovative collaboration
Commenting on the campaign, Ballantine's Finest International Marketing Manager Agustin Beccar-Varela said: “This innovative collaboration between Ballantine’s Finest and Julian Beever brings to life the hugely successful ‘Leave an Impression’ global marketing campaign, perfectly showcasing the flair and authenticity that underpins the brand. The high-impact artwork that Julian is famous for will strengthen the brand’s position in the travel retail environment.”
Pernod Ricard Travel Retail Europe Marketing Director John Smailes added: “We are delighted to be working with Julian Beever, BAA and World Duty Free on this initiative in London Heathrow T3. This amazing piece of work and the interaction that it will create with the consumer will certainly achieve its aim of ‘Leaving an Impression’ at the start to this year’s festive holiday season.
"We are committed to investing in exciting and engaging travel retail promotional activities that address our objective of increasing in-store penetration, and we feel this initiative is an excellent example of how we are working with our retail partners to achieve this goal.”
Before the launch in London, the Ballantine’s Finest Street Impression campaign was first executed in Uruguay outside a shopping mall in Montevideo, followed by Las Condes in Chile this October.
About Julian Beever
Since the mid-1990s, Julian Beever has been known across the globe for creating chalk drawings on pavement surfaces, which make a two-dimensional drawing appear three-dimensional. Due to the nature of these visually impactful designs, they encourage interaction from members of the public and aim to leave a lasting impression.
About Ballantine's Scotch whisky
Ballantine’s is the number two Scotch whisky range in the world, the leading ultra-premium whisky in travel retail and the third ranked Scotch brand overall in travel retail.
The Ballantine’s ‘Leave an Impression’ campaign was launched in 2007 and was the first campaign created for the brand by Pernod Ricard.
MORE STORIES ON BALLANTINE’S
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Ballantine’s offers chance to discover hidden gold – 04/11/09
The Moodie Report Picture Gallery: Celebrating the Ballantine’s Golf Championship in Jeju – 05/05/09
Ballantine's Champion celebrates with rare blend – 01/05/09
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