Promotional pizzazz: Lagardère Travel Retail’s World Whisky Tour concludes on a high note

PACIFIC. Lagardère Travel Retail has concluded what it describes as one of the largest duty free promotional campaigns it has run within the Pacific region: The World Whisky Tour.

The promotion involved an innovative collaboration between suppliers, airports, customers and Lagardère Travel Retail. It offered one customer the chance to win A$100,000 (US$793,000), with A$1,000 (US$793) of that guaranteed.

The eight-week campaign ran across the Aelia Duty Free network in the region. Customers became eligible to enter the World Whisky promotion when selected products were purchased over a certain threshold.  The number of entries increased incrementally depending on the amount spent.

The promotion attracted thousands of entries, according to Lagardère Travel Retail. The winner was Nikki Harkin, who purchased whisky in Aelia Duty Free at Auckland Airport, New Zealand before departing on a last-minute holiday.

She began her World Whisky Tour as she was farewelled at Auckland Airport by the Aelia Duty Free team and flew to Launceston, Tasmania for her chance to win A$100,000.

Lagardère Travel Retail’s Launceston Airport store was the first stop on the tour.  Ms Harkin was greeted by a team of platinum partners, Launceston Airport executives and Lagardère Travel Retail management. Her experience included a welcome whisky tasting in-store from Tasmania’s Hellyers Road Distillery.

The following day, the game was played at Hellyers Road Distillery in the distiller’s barrel room. Twenty canisters were on display – two contained A$10,000 (US$7,930).  If one was selected, A$10,000 was won; if two were selected A$100,000.  After a tense wait, Ms Harkin duly chose two canisters, one of which contained A$10,000.

“It’s great to be involved in such positive collaboration between our suppliers, landlords, ourselves and most importantly our customers,” said Lagardère Travel Retail CEO for the Pacific Region Matthieu Mercier: “At Aelia Duty Free we are constantly striving to ensure everyone who visits enjoys an unforgettable experience, and winning A$10,000 is something that won’t be forgotten quickly.”

The campaign was supported by several major brands including platinum partners Dewar’s, The Glenlivet, Jameson, Jim Beam and Johnnie Walker, as well as by key airport landlords.

“Aelia rounded out a successful promotion with a great event in Tasmania, showcasing the five platinum partners during both the promotion and the event. Congratulations to Nikki,” said Bacardi Area Manager – ANZ Global Travel Retail Stewart Graham.

Ms Harkin plans to spend the A$10,000 completing home renovations and possibly on another holiday.