Gifting in travel retail has lost some of its meaning, becoming soulless and price or status oriented. Chinese New Year is all about coming together, and with a culture built on gift-giving, it’s a time when people actively look for ways to show affection.

Capturing the attention of busy travellers who are flying home to loved ones requires something imaginative. So to make every gift-giving experience unique and personal each we gave people the chance to add their own artistic touch through VR. Stepping into our immersive VR experience, gifters are transported to the artist’s studio to craft a message attached to their bottle,

The activation increased brand engagement by 400% compared to last years activity - one of Martell’s most successful GTR activations to date.