ROW 94 Whiskey airport hologram experience features country singer Dierks Bentley

Louisville Muhammad Ali International Airport is playing host to a life sized hologram of country music star Dierks Bentley that greets passengers.

PriceWeber, an advertising and marketing agency, has created an activation for ROW 94, Bentley’s Kentucky Straight Bourbon Whiskey. Now through to the end of October, people passing through the airport will see the hologram that shares the story of ROW 94 and directs them to signed bottles and limited offerings available at the airport’s spirits retailers.

“ROW 94 was born from Dierks’ dream to create a bourbon that amplifies the country within every American - this goes even deeper than country music,” says Robert Trinkle, Senior Vice President, PriceWeber.

“But the brand also faced a unique marketing challenge: how can Dierks connect with bourbon drinkers outside the concert experience or meet and greets? By using hologram technology, we were able to deliver a more personal and memorable interaction than traditional PoS ever could. And when bourbon fanatics land in Louisville, it’s Dierks and ROW 94 that welcome them to Bourbon Country, making an invaluable first impression for the brand."

“Proto Hologram makes it possible for people to beam themselves anywhere in the world to connect in real time,” says David Nussbaum, Founder and Chairman at Proto Inc. “Bringing Dierks Bentley to Louisville travelers through hologram technology is exactly the type of innovative experience our platform was built to deliver. It’s a powerful example of how holograms can amplify both human connection and brand storytelling.”

As part of the activation and in recognition of September being Bourbon Heritage Month, ROW 94 hosted sampling events in the airport’s Rotunda, coinciding with two music festival travel schedules - Bourbon & Beyond and Louder Than Life.

Additional sampling will take place throughout the autumn as the hologram remains on display, giving travelers continued opportunities to experience the brand. ROW 94 is also giving away a signed Dierks Bentley guitar to one person, as an additional strategy to capture consumer data during the activation. 

“We welcome ROW 94 and this unique Dierks Bentley experience to SDF,” says Dan Mann, Executive Director of the Louisville Regional Airport Authority, owner and operator of the airport.

“The addition of ROW 94, including the exclusive selection available in the terminal, is the perfect way for thousands of bourbon enthusiasts from around the globe and Dierks Bentley fans to start or end their visit by enjoying our state’s signature spirit. SDF is proud to be the gateway to Bourbon Country and provide opportunities like this, showcasing why our airport offers a best-in-class experience to passengers.”

The initiative also commemorates the anniversary of ROW 94’s launch in September 2024.

2025 RTIH INNOVATION AWARDS

Airport shopping will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.