Maison Martell is celebrating Mid-Autumn Festival across travel retail Asia with a premium series of activations that positions its iconic cognac range as the ideal gifting choice for travellers.

Inspired by the themes of reunion, appreciation, and sharing, the convivial ‘Golden Moon’ campaign will leverage the festival’s core symbolism along with high-impact visibility, festive merchandising, and curated gift propositions to engage travellers during one of Asia’s most important gifting moments.

Taking place at selected airport locations, including Hong Kong International, China Guangzhou Baiyun International, Singapore Changi, Macau, and Taiwan Taoyuan International, travellers will be invited to participate in an elevated tasting experience featuring GTR exclusive Martell Noblige Noir, Martell XO, and Martell Cordon Bleu – the #1 XO cognac in travel retail Asia – thoughtfully paired with premium mooncakes, the traditional Chinese pastry.

With activity live from 1st September – 31st October, travellers can expect to see a range of high profile promotions, gondola displays and engaging tastings popping up offering complimentary cake and cognac pairings alongside special branded gifts-with-purchase. An elegant navy blue tote bag featuring the iconic Maison Martell golden swift will be gifted to those making qualifying purchases (amounts vary by market).

Pernod Ricard GTR will be amplifying the store presence with an assortment of out-of-home and retailer media supported by Avolta and China Duty Free, extending their ‘Golden Moon’ campaign from airport to downtown locations.

Remarking on the Martell Mid-Autumn Festival campaign, Antonio Duva, General Manager, Asia Pacific, at Pernod Ricard Global Travel Retail said, “Across Asia, Martell is the top choice for gifting and celebratory occasions which is why it is so important that Pernod Ricard positions this prestige spirit at the heart of this beloved festive period. With people travelling all over China and Asia-Pacific to reunite with loved ones, it’s the perfect opportunity to elevate Martell’s brand visibility even further, and reinforce its position as the perfect partner for convivial moments.”

For more information on Maison Martell, visit https://www.martell.com/en-ww/