A unique pop-up at Amsterdam’s Schiphol Airport sees Brown-Forman bringing together Jack Daniel’s and the McLaren F1 Team to entertain and captivate travelers and whiskey enthusiasts alike.
A statement from the American distiller noted that this partnership will showcase McLaren’s cars and a limited-time-offer bottle from Jack Daniel’s.
The centerpiece of the airport’s showcase is a replica McLaren race car, which will be displayed at the Lounge 2 central promo point.
Stéphane Morizet, Brown-Forman marketing director, said their mission is to “elevate the brand and shopping experience, which leads us to orchestrate such exclusive initiatives. It’s a rare opportunity for travelers to get up close and personal with a McLaren show car. To support social media engagement, visitors are encouraged to share their experience using the hashtag #McLxJD2023.”
Morizet said that, additionally, video screens will further enhance the immersive atmosphere.
David Rodiek, with Brown-Forman, added, “We are pleased to partner with Gebr. Heinemann to extend our activation through comprehensive product promotions and offer a unique and exclusive experience to the many travelers at Amsterdam Schiphol.”
They explained how the pop-up will work. Within the Lounge 2 retail space, a special product activation and tasting table will be set up, allowing whiskey enthusiasts to savor the exclusive bottle. Purchasing two bottles will earn guests an exclusive gift.
A media campaign in cooperation with Schiphol Media will run across the airport’s digital screen network and lightboxes, to help draw travelers to the pop-up activation and its offerings.
The Jack Daniel’s & McLaren pop-up show car, along with the supporting out-of-home media, will be live for the month of August. The special product promotion activation and tasting space, featuring the limited bottle, will be available until the end of September.