Diageo holds Blue Label promotion at Amsterdam Schiphol

Nicole Mezzasalma

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The Passport to Luxury campaign will target passengers at Amsterdam Schiphol airport during the month of June

Liquor supplier Diageo Global Travel & Middle East (GTME) is bringing the Passport to Luxury campaign to Amsterdam Schiphol airport in association with Schiphol Group subsidiary Schiphol Airport Retail (SAR). The promotion focuses on premium products Johnnie Walker Blue Label and Johnnie Walker Blue Label King George V Edition and will run throughout the month of June.

Diageo GTME marketing director Nick Robinson said: “The arrival of Passport to Luxury at Schiphol airport is in direct response to the growing global demand from consumers for premium products delivered within irresistible retail environments. Consumers are increasingly more discerning and continue to look for compelling product offerings that surprise—presenting an absolutely unique purchase.”

SAR category manager Marijtje Ophof added: “We’re committed to providing our customers with an exciting breadth of offer in an irresistible retail environment. Passport to Luxury is a tailor-made brand experience that will feature prominently in the middle of our lounge offering customers the opportunity to enjoy a unique, sophisticated occasion in which to discover a premium brand like Johnnie Walker Blue Label”.