Pernod Ricard Global Travel Retail (PRGTR) and Avolta have joined forces to launch an exciting new consumer promotion linking two iconic brands: Chivas Regal, and Manchester United Football Club.

Exclusive to Avolta’s vast network of World Duty Free stores across UK airports, the new strategic collaboration aligns with a mutual objective from Pernod Ricard Global Travel Retail and Avolta, to target incremental travel retail shoppers, whilst increasing footfall and conversion rates. It also represents part of a broader digital partnership the two companies have in place.

The move capitalises on the existing relationship between Chivas Regal and Manchester United Football Club to offer UK travellers the opportunity to win tickets to the blockbuster Manchester United vs Arsenal match on 12th May at the Old Trafford stadium.

Connecting with consumers at numerous touchpoints throughout their journey, the campaign engages fans of both whisky and sport, and offers consumers another reason to gain closer access to both brands.

From 10th to 21st April, travellers passing through UK airports will be able to participate by purchasing a Chivas Regal product from World Duty Free Stores and scanning their Red by Dufry membership. This approach extends across multiple channels, including an online entry form accessible via QR codes in stores; a dedicated section within the Red By Dufry app, and a targeted email to all members who have bought a Chivas Regal product during the campaign period.

This multi-channel approach ensures that consumers can engage with the promotion seamlessly. The winner of the tickets will be selected on 22nd April.

Antonio Duva, General Manager EMEA & Pacific, Pernod Ricard says: “This exclusive consumer promotion represents an exciting opportunity to engage with a real breadth of travellers and strengthen the bond between two iconic brands; Chivas Regal brand and Manchester United Football Club. By leveraging our strong partnership with Manchester United and our innovative approach to consumer engagement, we aim to create memorable experiences that resonate with travellers throughout their journey. We are committed to delivering seamless and immersive experiences that showcase the diversity of our portfolio and leave a lasting impression on consumers in the UK.”

David de Miguel, Global Category Head of Liquor, Avolta continues: “Our mission is to transform the travel experience into a dynamic, engaging journey. Captivating travellers means creating memorable interactions, and we are particularly pleased to be working with our long-time partners to achieve this together in our UK stores where we are sure that the Manchester United Football Club activation with Pernod Ricard will be talked about long after the journey ends.”

More information on the campaign can be found at this link*: Shop and save at World Duty Free

*Please note this is specific to London Heathrow Airport.