William Grant & Sons (WGS) cited “very healthy” growth in Europe travel-retail in 2016, and this year has projected plans towards a strong focus on providing a holistic approach towards customers through digital activations and campaigns. Digital concepts will be the name of the game for WGS this year William Grant & Sons managing director Global Travel Retail Ed Cottrell said the company is working with travel retailers within the region to create innovative and engaging activations that injects life into its products whilst acknowledging the individual personality and DNA of each brand.

WGS will continue to put a strong focus on digital marketing and development of social networking to promote its brands in 2017, emphasised Cottrell, combining promotional activations in airports with online platform activities that offer a 360-degree approach towards customers. “Generally we accept that in travel-retail we are, as an industry, somewhat behind in digital and have to collectively work harder with our retail partners to ‘catch up,” he commented.

“At WGS we believe we’re at the forefront of ever more theatrical promotions and activations that benefit both from the ever-increasing technological and digital advances open to us, as well as deeply creative concepts based around more traditional […]