LONDON—Pernod Ricard's travel retail business has handed global PR duties to Talk PR, as the overall sector prepares to double over the next 15 years.

The assignment covers Pernod Ricard Travel Retail across Europe, Asia-Pacific, the Gulf and the Americas, which promotes brands in duty free and travel retail channel. Pernod Ricard ranks second among wines and spirits companies in the global travel retail market, with a brand portfolio that includes Chivas Regal, Martell, The Glenlivet, Absolut Vodka, Beefeater, Havana Club, Malibu, Jacob’s Creek wines and Mumm and Perrier-Jouët Champagne.

Talk PR will focus on consumer PR, around the ‘journey’ that each traveller takes from researching their trip to returning home. Accordingly, the firm will aim to 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.

"As the sixth continent, 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," said Pernod Ricard Travel Retail Europe marketing director Jenny Shipton.

Talk PR's team will report to Shipton and her colleague, digital manager Caroline Macintosh. Talk PR MD Helena Fisher noted that travel retail is an "exciting — but often overlooked — platform to both drive sales and deepen connections."

The overall global travel retail market is worth $63bn and is forecast to double over the next 15 years, with the number of passengers passing through travel terminals worldwide increasing from four to seven billion.

"Our consumers’ travel journeys are changing, with easy access to social media and contemporary travel tools like AirBnB and Trip Advisor," said Macintosh. "As the traveller communication landscape evolves, so is our approach – and we are discovering untapped opportunities along the way."