‘Martell Wish’ activations help travellers to celebrate the Chinese New Year

Martell has been helping travellers to send a ‘Martell Wish’ to their loved ones and business colleagues over the Chinese New Year period, with activations that we have designed, in locations including Paris CDG and London Heathrow T4. The aims of the campaign are to drive sales of Martell VSOP and Martell Cordon Bleu with high spending Chinese consumers during their key gifting season, when many Chinese people are travelling to be with their loved ones for Chinese New Year.

The ‘Martell Wish’ campaign is inspired by Shanghai décor from the 1920s – a mix of Chinese inspired furniture and elegant French interiors – and a festive, playful, contemporary reinterpretation of the Wishing Tree. During Chinese New Year, gifts play a role to demonstrate respect to the receiver and red envelopes are used to convey best wishes of health, fortune and success. The activations contain a digital element that allows travellers to record their greetings through a video that can be shared; travellers first have to purchase a limited-edition Martell VSOP or Cordon Bleu gift box. Martell worked with papercut artist Sabrina Transiskus to create a festive papercut-inspired design for the campaign.