High flying whisky connoisseurs luxuriate their senses in Balblair Global Travel Retail campaign by Space
Space and Balblair have extended a rare invitation for sophisticated global travellers to enter the ‘inner still’ world of Balblair, turning 3 minutes of travel time in some of the world’s busiest airports, into memorable moments of luxurious pleasure, with access to its exceptional 12, 15, 17 and 21-year-old aged whisky expressions.
Balblair, a premium Scottish single malt, has been crafted since 1790 in small batches by a devoted few, creating a liquid that is as rare and complex as it is indulgent.
“Only The Pleasure,” the brand’s guiding philosophy, refreshes its long-held approach: uncompromising; intentional & intimate.
Based on the insight that the luxury consumer is moving away from conspicuousness towards discernment, frequent global travellers in Heathrow’s Terminal 3 are invited to step into Balblair’s exclusive brand world to discover a quieter sensory take on exclusive good taste.
Devoted to precious pleasures, Space has created an intimate, and relaxed experience designed to leave a lasting brand impression without the hard sell.
High end materials, such as leather and brass detailing & soft lighting evoke luxury, and our ‘Pleasure Connoisseurs’ are invited to connect with the Balblair story and experience moments of still through their senses: through ritual whisky tasting; experiencing a ‘discovery table’ to enjoy the secret scents of Balblair, and a record player featuring a curated playlist – with a QR code to continue exclusive access to the Balblair playlist on their travels.
There is an additional incentive to purchase, offering 2 exclusive gifts to visitors to the Dome stand within Terminal 3. A premium candle or a leather bracelet are available from the House of Balblair, and form part of a range of gifts available from the House.
The global frequent traveller journey is rarely linear, so it is important they encounter Balblair seamlessly across multiple touchpoints before, during and after purchase.
Naturally, travellers shift from awareness to discovery, engagement and conversion, so every touchpoint is focussed on expressing the same Balblair philosophy: quiet luxury, precious pleasures and the confidence to choose beyond the obvious.
The campaign primed our target audience before arriving at the brand activation, featuring in airport media, retail websites, social media & on departure screens – and afterwards, following their journey with exclusive content access and future purchase opportunities.
It has been a great pleasure for us to apply our principles of empathic brand engagement with a brand of this calibre, and show that story living is the way to connect in this unreal and busy environment. The world-weary traveller is open to entertainment, diversion and action when they feel their journey is understood, and here we offer not just a warm welcome to one of the world’s rarest whiskies, but an opportunity to feel soothed, tempted and lifted by its heritage and quality along the way.David Atkinson, Managing Partner at Space
Space has carefully reflected the desires of a global luxury audience for our brand through this exclusive activation, bringing the refinements of Balblair into the awareness of travellers by bestowing a moment of stillness, comfort and discernment - carved in memory through sensory experience. With a gentle invitation to purchase, consumers can take away a new companion for their life’s travels.Claire Arnott, Senior Brand Manager at Balblair for International Beverage
