Hendrick’s Gin continues to roll out the GTR exclusive Hendrick’s Sunspell Gin with a new series of sunset-inspired activations at key airports, including stand-out presentations at New York JFK and Los Angeles International airports, where striking HPPs immersed travelers in the magic of sunset.
The campaign debuted in March at a number of airports worldwide – including London Heathrow, Singapore and Sydney, followed by Dubai, New York and Los Angeles, and an engaging pop-up at Amsterdam Schiphol.
The latest travel retail-exclusive addition to the Hendrick’s Cabinet of Curiosities was officially unveiled by Master Distiller Lesley Gracie, at the TFWA 2024 World Exhibition. Hendrick’s Sunspell is inspired by the sunset behind the island of Ailsa Craig, on the South Ayrshire coast of Scotland. Every touchpoint of this Magic of Sunset experience is designed to engage travelers, bringing this bright, citrus forward gin, and its inspiration, to life.
Designed to spark engagement, each immersive activation blends storytelling and theater in a multi-sensory experience.
At Amsterdam Schiphol, a month-long pop-up, created and produced by London-based creative Agency Space UK, launched April 1, featuring a larger-than-life animated sun. Guests could taste a complimentary Sunspell & Tonic, served by brand ambassadors. The Sunset Mesmeriser invited guests to step into ‘Magic’ hour, showcasing a selection of sunsets from across the globe. The Scent Station educated passengers on the spices and warm citrus botanicals used in Hendrick’s Sunspell, taking them on an aromatic journey that ends with the signature cucumber and rose infusion. The Sunset Aura Orb provided Sunspell aura readings captured via a QR code, inspired by the power of the sunset. Each customer who made a purchase was offered a pair of sunglasses, available in two sunset-inspired colors: pink or orange. An exclusive gift bag was also offered with every bottle purchased.
“There is no denying that this eye-catching Magic of Sunset campaign can stop traveling consumers in their tracks,” says Gwilym Cooke, William Grant & Sons’ Head of Marketing GTR. “It encourages interaction and engagement with a touch of theater and offers the all-important Sunspell tasting.
“We believe there is significant potential to increase conversion in the global travel retail market by addressing shoppers’ demand for new products from trusted brands and offering a travel retail exclusive is one of the top drivers of purchase. Our goal is to deliver a story-led gin with an intriguing flavor that is undeniably Hendrick’s—a perfect addition to the Cabinet of Curiosities.”
“This is also the perfect opportunity for us to collaborate closely with our partners on immersive brand experiences. Hendrick’s Gin’s universe lends itself beautifully to high-profile, engaging activations, and Sunspell is no exception. With its vivid colors and enchanting concept, it captures the wonder, and delight that define the Hendrick’s world.”
