Come Fly With Me - Jack Daniel's duty free store
Come Fly With Me
Jack Daniel's Sinatra-inspired duty free store sets up shop
For roughly half a century, Jack Danielâ€™s and Frank Sinatra had a symbiotic relationship. Jack Danielâ€™s provided Sinatra with pleasure â€“ the â€œnectar of the gods,â€ he called the Tennessee sour mash whiskey. And Sinatra wasnâ€™t shy about mentioning Jack Danielâ€™s, even making it part of his nightclub act, right to the end: In 1998, Sinatra requested that he be buried with a flask of Jack at his side.
In anticipation of Sinatraâ€™s 100th birthday in 2015, Brown Forman Corp. (Louisville, Ky.) distilled a special limited-edition version of Jack Danielâ€™s called Sinatra Select.
It debuted, appropriately enough, in Las Vegas, with an elegant, bigger than life merchandise presentation the crooner would almost certainly have applauded.
â€œSinatra was a global icon,â€ says Matt Blevins, Jack Danielâ€™s manager, global trademark strategy. â€œAnd he represented luxury.â€
Commandeering space immediately outside the Duty Free Store in the retail concourse at McCarran International Airport, Fitch (Columbus, Ohio) created a sensual journey with an appeal to sight, sound and taste to engage travelers and drive them inside the Duty Free Store for purchase.
As Eric Daniel, Fitchâ€™s creative director, North America, said, â€œWe distilled all the brand elementsâ€ into a grouping of three displays inspired by the limited edition whiskeyâ€™s commemorative box. Travelers were invited to experience the â€œstory within the boxâ€ through interactions with each display, including tasting, viewing and listening.
A 9-foot-high box wrapped in black linen fabric looks like a replica of the actual hinged commemorative box and opens to reveal a simulated gift box of Jack Daniel's, complete with tufted black leather panels trimmed in orange, Sinatraâ€™s signature color. A table slides up and out to provide a sipping station.
Equipped with a leather bench for stopping and resting, the second station tells the Sinatra/Jack Daniel's story with life-size photos and descriptive text.
And, since no Sinatra experience would be complete without music, a third station features tufted seating, an iPad and overhead sound dome, so travelers can sit down and listen to a Sinatra song.
It seems like a great way to spend some airport waiting time, especially at a quarter to three.
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