Pernod Ricard Group makes a stronger push into travel retail

Pernod Ricard Group's retail subsidiary known as Pernod Ricard Travel Retail has appointed global luxury and lifestyle agency Talk PR as its global travel retail communications agency for Europe, Asia, America and Gulf.

Pernod Ricard Travel Retail promotes and distributes Pernod Ricard’s brands to the duty free and travel retail channel throughout Europe, Asia Pacific, the Gulf and the Americas. Its brand portfolio includes Chivas Regal, Martell, The Glenlivet, Absolut Vodka, Royal Salute, Ballantine’s, Jameson, Beefeater, Havana Club, Malibu, Kahlua, Jacob’s Creek wines and Mumm and Perrier-Jouët Champagne.

The Talk PR team aims to create an increased focus on consumer PR activity, with a communication strategy rooted in the travel trail - the ‘journey’ every traveller takes from researching their trip to returning home. Talk PR will develop and implement a communication strategy that encourages consumer engagement through traditional and digital PR – targeting both travel retail trade and luxury consumer titles - lounge and in-flight activity, partnerships and events.

The Talk PR team will report into Caroline MacIntosh, digital manager, and Jenny Shipton, marketing director at Pernod Ricard Travel Retail Europe.

Jenny Shipton, ‎marketing director at Pernod Ricard Travel Retail Europe said, "This sector is of extreme importance to us and we are delighted to be working with Talk PR to create a central hub for the development and delivery of PR and integrated brand communications in the Gulf, Pacific, Europe and Asia.”

Caroline MacIntosh, digital manager Pernod Ricard Travel Retail Europe, added: “Our consumers’ travel journeys are changing, with easy access to social media and contemporary travel tools like AirBnB and Trip Advisor. As the traveller communication landscape evolves, so is our approach – and we are discovering untapped opportunities along the way.”

Talk PR's clients include adidas by Stella McCartney, American Express, Dolce&Gabbana Beauty, ELLE, Hugo Boss/ BOSS Fragrances, James Bond 007 Fragrances ,Lacoste, SK-II amongst others.