Royal Salute Brings Royal Heritage to Seoul Incheon Airport’s Digital Stage

The story of Royal Salute began in 1953, the year of Queen Elizabeth II’s coronation. Crafted by Scotland’s leading blenders using only whiskies aged for at least 21 years, the blend was created as a tribute to the new monarch. It was unveiled in London as 21 ceremonial gun salutes echoed across Hyde Park, a moment that gave the whisky both its name and its symbolic meaning. The number 21 reflects not only the years of maturation but also the highest form of royal honor.

Royal Salute’s distinctive royal-blue ceramic flagon, inspired by the “armor of a king,” has remained largely unchanged since its first release. The glazed finish is designed to mirror the sheen of polished metal, reinforcing a visual language of heritage and authority. The brand’s prestige is further underscored by its Royal Warrant of Appointment, an endorsement granted to a select group of suppliers trusted by the British royal household. Fewer than 80 companies hold this recognition, placing Royal Salute alongside iconic British names such as Fortnum & Mason and Burberry.

Today, Royal Salute is translating this legacy into a modern context through a high-profile digital out-of-home campaign at Seoul Incheon Airport in South Korea. Strategically positioned digital displays across departure halls and key passenger zones allow the brand to engage a premium, international audience at moments of high attention. Incheon Airport, consistently ranked among the world’s best, offers advertisers exceptional dwell time, a high concentration of affluent travelers, and a brand-safe environment that enhances perceived value.

For luxury brands, airport media provides more than reach. It delivers context. In a space associated with aspiration, global mobility, and transition, Royal Salute’s message of timeless prestige gains added resonance, demonstrating how heritage brands can use advanced airport DOOH to connect tradition with contemporary travel culture.