The Leading Airport Magazine

Commercial revenues are, of course, vital to the business models of airports of all sizes. Many airports are seizing the opportunity to enhance the passenger experience through the retail and food & beverage environment, while simultaneously maximising non-aeronautical revenues. Airport Business champions the creative concepts and innovations that are being implemented to surprise and delight travellers. Here, we highlight five of the best airport commercial promotions currently planned for 2015.

5. Spring wine fair at Aéroports de Paris

An exclusive wine fair area at both Paris-CDG and Paris-Orly airports is offering passengers up to 40% off a selection of 36 wines until 13 April.

Until 13 April, BuY PARIS DUTY FREE shops at both Paris-CDG and Paris-Orly airports have an exclusive wine fair area for travellers to explore. Passengers can enjoy up to 40% off a selection of 36 wines, including the Château Lafite Rothschild, the Château Taillefer 2007, the Pape Clément 2009, and the Château d’Yquem.

Meanwhile, until 16 March, passengers can also find a selection of regional gastronomic gems at Paris-CDG and Paris-Orly. The selection of ‘Les Trésors de nos régions’ products comprises a selection of sweet and savoury produce from four major French gastronomic brands:

• Première Pression Provence: various produce hailing from the Provence region, but most especially, carefully selected olive oils from local producers.
• Artisan de la truffe: a wide selection of truffle-based produce, including truffle oil, truffle salt, summer truffle carpaccio, whole truffles, and truffle foie gras.
• La Mère Poulard: traditional biscuits, shortbread, cakes, cookies and gourmet treats, made using recipes by the famous cook from Mont Saint Michel.
• Maille: mustard infusions that gave Antoine-Claude Maille his reputation. In 1747, his Parisian shop already offered a selection of around 20 unusually flavoured mustards, among them Greek style, meadow mushroom flavour, ravigote style, and millefeuille flavour.

4. Easter bunny arrives at airports

Several airports will feature the Lindt Gold Bunny as a highlight of their seasonal promotions this Easter. Nuance will be showcasing the Lindt Gold Bunny at Geneva, Zurich and Hong Kong airports, as will Schiphol Airport Retail (SAR) at Amsterdam Schiphol. The Lindt Gold Bunny will also star in ‘Mini Dress Ups’ at São Paulo and Rio de Janeiro airports, in partnership with Dufry do Brasil.

A seasonal promotion for Easter will see the Lindt Gold Bunny showcased at airports including Amsterdam Schiphol, Geneva, Zurich, Hong Kong, São Paulo and Rio de Janeiro.

“Our Lindt Gold Bunny, lovingly created by our Master Chocolatiers, is the most charming expression of finest Lindt chocolate and has a real emotional resonance for customers at Easter time,” Peter Zehnder, Head of the Lindt & Sprüngli Global Duty Free Division, commented. “The reappearance of the Lindt Gold Bunny is a sure sign that spring has arrived.”

A colourful Easter-themed 250g carrier box, containing Lindor milk chocolate balls accompanied by some of the 10g Lindt Gold Bunny, is available exclusively in travel retail. Another travel retail exclusive outside Lindt’s home territory of Switzerland is the 257g Lindor Duetto. In a choice of spring-fresh yellow or lively pink and topped with a bow, these bright-coloured cylinders contain Lindor milk chocolate balls and a number of the 10g Lindt Gold Bunny. The line-up is completed by a 150g Lindt Gold Bunny nest, which features a 100g Lindt Gold Bunny and Lindor eggs.

The range is complemented by a Lindor Easter collection. Among a selection of suitably spring-like chocolate creations are a 180g crystal-clear cylinder of eggs, and a gold-swathed 300g egg brimming with Lindor chocolate balls.

3. Summer at Zurich Airport

For summer 2015, Zurich Airport is planning an atmospheric and colourful summer promotion in the Airside Center – the passenger zone after the security check. “During the peak travel period in July and August, the coherent and convincing summer promotion will get the passengers’ holiday off to a fabulous start,” Andrea Etter, Manager Marketing & Sales Promotion, Zurich Airport, explained.

The ‘Airport Beach Club’ is at the heart of Zurich Airport’s colourful summer promotion this year. The pop-up summer bar is being opened for the second year, and the promotion will run throughout July and August. (Photo: Ralph Bensberg)

The heart of this year’s summer promotion will be the ‘Airport Beach Club’ – a pop-up summer bar focusing on summer drinks at attractive prices. This joint project with one of the major F&B partners at Zurich Airport will be realised for the second consecutive year.

“Cosy lounges, as well as around 30 seating opportunities, will invite travellers to enjoy a delicious summer cocktail, a classic long drink, a cool beer, or a fresh fruit juice, in order to get ready mentally for the best time of the year – the summer holiday season,” Etter commented.

The menu will offer a large variety of traditional and trendy summer drinks, as well as a handful of snacks. Additionally, a live DJ will animate the Airport Beach Club during peak times and play suitable beach sounds to entertain passengers while they wait for their flight.

The summer promotion will run from the end of June until the end of August.

2. Taste of Hungary at Budapest Airport

Budapest Airport has enjoyed great success with its trinity collaborations highlighting Hungarian brands, and is continuing that focus in 2015. Each year, the airport and Heinemann Duty Free choose products and brands from their wide selection of local suppliers, which they believe will perform well in an extended promotional concept.

Budapest Airport has enjoyed award-winning success with its trinity collaborations highlighting Hungarian brands. Zwack Unicum was the first brand to participate in a Trinity promotion with Heinemann Duty Free and Budapest Airport, and last year introduced a new flavour – Unicum Plum – to travellers.

Hungary’s internationally-renowned brands, including Pick Salami, Zwack Unicum and Tokaj wines from different wineries, have exceeded expectations partly thanks to creative installations and communication. “Beside these bigger ones, smaller brands and suppliers listed by Heinemann could reach very high revenue increases,” Kam Jandu, Chief Commercial Officer, Budapest Airport, commented. “We highlight brands like Sauska wine, CinqFilles cookies, Degenfeld Tokaj wine or Bestillo pálinka within the trinity concept to introduce them to the wider public. Based on their great quality and the spotlight that these brands receive during the promotion, sales figures usually jump up by 400-500%.”

The results achieved last year are testament to Budapest Airport’s progressive approach, with an average sales increase of 130% for each promotion. Highlights were Pick Szeged with the highest sales revenue, Sauska winery with a 418% sales increase, and Degenfeld with a 520% sales increase.

“This year we would like to involve newer, smaller brands and present absolute success stories in sales, as well as increase awareness,” Jandu added. “We have already found new wine regions of Hungary besides the internationally well-known Tokaj.”

There is a desire this year to extend the promotions to include international brands, as well as other product categories, and also to exceed last year’s award-winning success with brand appearance, installations and creative concepts.

“We think it is important to mention that, at Budapest Airport, passengers usually have limited time to spend in the transit area of the terminal, in SkyCourt and in Heinemann Duty Free,” Jandu explained. “So we should show and introduce them to something extraordinary. If a great quality Hungarian brand within a creative installation appears, which raises travellers’ attention, then we help them to make their choice regarding souvenir or gift shopping.”

The offer could be enhanced even further through a gift with purchase offer above a certain passenger-spend.

“We think that great local brands can represent a country as a souvenir and memory. Each country has its specifics, like delicious and traditional foods, drinks or other products. Highlighting them as ‘love brands’ within promotions and introducing them in a creative way can gain incremental sales. That is the common interest for each participating partner: the brand, the shop and the airport,” Jandu concluded.

1. “The Arctic Adventure” at Norwegian airports

Heinemann and Travel Retail Norway are bringing a true sense of adventure to Oslo, Trondheim, Bergen, Stavanger and Kristiansand airports. Until the end of March, they are presenting an exclusive promotion entitled “The Arctic Adventure”.

Heinemann and Travel Retail Norway are surprising travellers with “The Arctic Adventure” promotion at five Norwegian airports, with customers able to participate in a fantastic prize draw.

Dog sledding through the wintry Norwegian landscape against the backdrop of the Northern Lights is undoubtedly one of the greatest adventures nature has to offer, and that breath-taking experience begins at the country’s airports this month. The main prize in the raffle, taking place as part of the promotion, is an unforgettable trip for two to Bardu in the high north of the country, including a dog sledding tour with the team of leading husky trainer and outdoor activity specialist Björn Klauer.

“We are proud to be offering customers at airports in Norway this outstanding promotion. It is all about adventure and a unique natural experience, and it corresponds perfectly with our philosophy of constantly surprising travellers who come to our shops,” Kay Spanger, Executive Director of Purchasing and Logistics, Gebr. Heinemann, commented. “Heinemann and our partner Travel Retail Norway are also delighted to be supporting the spectacular Björn Klauer expedition this summer as the main sponsors.”

During “The Arctic Adventure” promotion, shoppers visiting the Heinemann Duty Free & Travel Value shops at Oslo, Trondheim, Bergen, Stavanger and Kristiansand airports can enjoy a wide range of offers from confectionery brands Haribo, Freia and Mentos, alongside fragrances and skincare products by Elizabeth Arden and Issey Miyake. Passengers are also being invited to transport themselves to the Arctic through a hologram.

To participate in the prize draw, travellers simply need to scratch the panels on entry cards – with the lucky ones winning the trip to a winter wonderland of huskies.