{"id":8351,"date":"2015-10-22T13:17:28","date_gmt":"2015-10-22T13:17:28","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=8351"},"modified":"2015-10-22T13:17:28","modified_gmt":"2015-10-22T13:17:28","slug":"johnnie-walker-will-bring-joy-to-your-journey","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/johnnie-walker-will-bring-joy-to-your-journey\/","title":{"rendered":"Johnnie Walker will bring joy to your journey"},"content":{"rendered":"

Diageo held an event at TFWA Cannes this week to celebrate the new Johnnie Walker global campaign: Joy Will Take You Further and give an insight into how the campaign\u2019s ethos will shape its wider plans for travel retail.<\/p>\n

The campaign champions the power of joy in driving progress, and the event featured a lively panel discussion on the potential of joy on the shoppers\u2019 experience, the joy of giving and how joy was harnessed to create a new short film for Johnnie Walker \u2013 The Gentleman\u2019s Wager II. Guests at the event were shown an exclusive trailer of the new film, introduced by Oscar-nominated Italian actor and star of the film, Giancarlo Giannini.<\/p>\n

Diageo also revealed that over the forthcoming holiday season (and beyond) they will host major promotional events in airports around the world – helping travelling shoppers to select Johnnie Walker whiskies as gifts for family and friends – and then adding personal touches such as gift wrapping.<\/p>\n

Joining Giancarlo Giannini on the panel were: Dr. Matt Killingsworth, leading psychologist and happiness expert; Doug Bagley, Managing Director for Diageo GTME and Peter Fairbrother, Global Marketing Director for Diageo GTME.<\/p>\n

Dr. Killingsworth explained the background to the Joy Will Take You Further campaign and the science of happiness. He explained how the study of joy and progress shows us that happiness makes success more likely. At the event a short film of an experiment developed in partnership with Dr. Killingsworth, who studies human happiness, was shown. The experiment \u2013 called Gratitude – showed how those who buy gifts for others gain more from the experience than those buying gifts for themselves.<\/p>\n

The results were impressive, with 69% of those who shopped for others experienced increased levels of well-being. Commenting on this, Dr. Killingsworth said: \u201cWhat this experiment shows us \u2013 albeit with a limited sample size – is that the joy of giving actually improves our well-being. A large body of scientific research demonstrates that greater well-being, in turn, makes people more successful at work and in their personal lives. In other words, joy will take you further.\u201d<\/p>\n

Doug Bagley, Managing Director for Diageo GTME commented: \u201cWe\u2019re at a really interesting juncture for travel retail. Passenger numbers and average spend are increasing year on year, with new airports opening rapidly to meet the demand. Yet whilst the channel is growing, there are a number of challenges which make it increasingly competitive, and consumers are faced with a growing number of competing distractions at airports. The reality is that of 100 people who go into an airport, currently only 12 will buy alcohol – so that\u2019s a huge opportunity for us and our customers.\u201d<\/p>\n

He continued, \u201cTo leverage this opportunity, and particularly the important gifting market, we believe that we need to bring joy back to the journey for travellers. We\u2019ll do this through celebrating the joy of giving, creating disruptive and engaging shopping experiences and an unrivalled ease of shop \u2013 all underpinned by our growth drivers premiumisation and differentiation, with innovation at the heart of all we do.\u201d<\/p>\n

The Gratitude experiment can be viewed at www.youtube.com\/johnniewalker<\/a><\/p>\n

Images from the event below:<\/p>\n

\"The

\"Peter

\"johnnie-walker-joy-will-take-you-further-montserrat-oliver_fotor\"

\"johnnie-walker-joy-will-take-you-further-eva-hakansson-600\"

\"johnnie-walker-joy-will-take-you-further-jude-law-600\"

\"johnnie-walker-joy-will-take-you-further-ok-go_fotor\"

Diageo held an event at TFWA Cannes this week to celebrate the new Johnnie Walker global campaign: Joy Will Take You Further and give an […]<\/p>\n","protected":false},"author":3,"featured_media":8354,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1,477],"tags":[1054,226,1053,1050,216],"class_list":["post-8351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news","category-latest-promotions-in-duty-free","tag-diageo","tag-johnnie-walker","tag-joy-of-giving","tag-tfwa-cannes","tag-travel-retail"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/8351","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=8351"}],"version-history":[{"count":0,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/8351\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/8354"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=8351"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=8351"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=8351"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}