{"id":49532,"date":"2020-03-04T17:14:05","date_gmt":"2020-03-04T17:14:05","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=49532"},"modified":"2020-03-04T17:14:05","modified_gmt":"2020-03-04T17:14:05","slug":"the-macallan-concept-number-2-makes-some-noise-with-exclusive-launch-at-ever-rich-duty-free","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/the-macallan-concept-number-2-makes-some-noise-with-exclusive-launch-at-ever-rich-duty-free\/","title":{"rendered":"The Macallan Concept Number 2 makes some noise with exclusive launch at Ever Rich Duty Free"},"content":{"rendered":"

Taiwan’s Ever Rich Duty Free amps up the consumer engagement in disruptive Asia-first launch for The Macallan Concept Number 2.<\/p>\n

Edrington Asia Travel Retail has partnered with Ever Rich Duty Free in a month-long Asia-exclusive launch for The Macallan Concept Number 2 \u2013 the latest edition in The Macallan\u2019s travel retail exclusive Concept series.<\/strong><\/p>\n

The Macallan Concept Number 2 is the second release in the Concept Series \u2013 a collection that fuses the passion behind The Macallan\u2019s whisky making with innovative art, music and culture. Created exclusively for Global Travel Retail, Concept Number 2 brings together music and whisky \u2013 two of the passions of The Macallan Whisky Maker, Steven Bremner. Remarkably, Steven has combined his great interests in this expression \u2013 beyond being a Whisky Maker for The Macallan, he is also an avid house music DJ.<\/p>\n

The exclusive launch period, between 1st January and 1st February, saw The Macallan Concept Number 2 available exclusively at Ever Rich Duty Free<\/a> stores in Taiwan Taoyuan<\/a> International Airport. A disruptive 360-degree campaign, bringing to life Concept Number 2\u2019s house music story, supported the launch and will continue through to the end of March.<\/p>\n

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Offering an engaging brand experience, the launch campaign encompasses retailtainment- focused in-store activations, digital exposure and KOL engagement through both The Macallan\u2019s local and Ever Rich\u2019s social platforms, to target travellers before and during their arrival at Taoyuan Airport.<\/p>\n

Once at the airport, travellers are invited into the world of Concept Number 2 via its eye-catching visual identity featured prominently on personalised visibility and activation sites such as HPPs, outposts and digital advertising across Terminal 1 and 2.<\/p>\n

Live DJ shows took place in January and February, during which a DJ entertained travellers with a 30-minute house music set while they sampled The Macallan Concept Number 2. Travellers were then invited to mix their own 30-second house music track which could be listened to and downloaded via a QR code. The interactive track mixing activity is currently being replicated across other key activation sites across Taoyuan Airport, helping to create a buzz and generate significant shopper interest in the travel retail exclusive whisky.<\/p>\n

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Travellers are encouraged to continue to engage with the whisky outside of the airport environment by tuning into a Spotify playlist of house music, specially curated by The Macallan Concept Number 2 Whisky Maker Steven Bremner. To drive further awareness of The Macallan Concept Number 2, the brand is collaborating with three well-known Taiwanese DJs to promote the three core connections between whisky making and music making on their social channels.<\/p>\n

Following the successful Taiwan launch, The Macallan Concept Number 2 is now rolling out to other key airports in Asia travel retail, supported by similar interactive promotions and digital activity that leverages retailers\u2019 platforms.<\/p>\n

Suzy Smith, Edrington Global Travel Retail Managing Director, commented: \u201cThe launch of The Macallan Concept series has been another disruptive step for the brand in travel retail and we wanted to build on this momentum with a standout launch campaign for Concept Number 2 in Taiwan. The 360-degree campaign, supported by our esteemed partner Ever Rich, effectively communicates the whisky\u2019s links to house music through consumer engagement and retail theatre \u2013 delivering a truly engaging and refreshing brand experience.\u201d<\/p>\n

An Ever Rich Duty Free spokesperson said: \u201cFollowing the re-launch of The Macallan Boutique at Taoyuan Airport in November 2019, the exclusive Asia first launch of The Macallan Concept Number 2 is the next strategic step in Ever Rich Duty Free and The Macallan\u2019s long-standing partnership. The interactive launch campaign highlights our joint ongoing commitment to offer fresh, engaging and exciting brand experiences that delight shoppers.\u201d<\/p>\n

As seen on Duty Free Hunter:<\/strong><\/p>\n

The Macallan reveals Concept No. 2 – a house music inspired malt whisky for travellers<\/a><\/p><\/blockquote>\n