Original luxury Scotch whisky Chivas Regal is launching an innovative campaign in Travel Retail to reward travellers with genuine added value. In partnership with private nightclub Le Baron, ‘The Art of Hosting’ campaign includes a limited edition gift-pack, in-store displays and an exclusive website which brings entertaining at home to life as a sensory, 360 degree, virtual party experience.

Photo: The Chivas Regal 12 Year Old Le Baron limited edition gift-pack

The Chivas Regal 12 Year Old Le Baron limited edition gift-pack launches this November in Travel Retail outlets across Europe, Asia, the Gulf and will reach the US in March 2012.  It will retail at the standard Chivas Regal 12YO price and in some markets the bottle will come with a digital card containing a unique code that will allow travellers access to locked content and download an exclusive ten track playlist, selected and mixed by the Le Baron Club DJ.  The site also showcases seven short films featuring the Le Baron gentlemen, Andre and Lionel, advising users on how to be the ultimate host.

James Slack, Global Brand Director, Chivas Regal said, “Capitalising on the global trend for entertaining at home, Chivas & Le Baron will attract attention and inspire our customers in The Art of Hosting. We also want to communicate in an engaging way and this is why we have created a strong digital platform to support the travel retail campaign. We are confident travellers will be as excited by the promotion as we are.”

Using highly visual in-store displays which combine quality, originality and creativity, the activation will captivate travellers and offer inspiration on generating the right atmosphere and experience when entertaining at home.

In addition Chivas Regal 12 YO has produced 20 bespoke trunk bars—the ultimate hosting package, which will be used wholly for travel retail competition prizes. Created by prestigious French luxury trunk company Pinel and Pinel, the trunk bar includes a bottle of Chivas Regal 12YO, four branded glasses, cocktail shaker, music docking station and iPad 2. Other activities include a gift-with-purchase of a branded trolley bag or holdall.