Budapest Airport was shortlisted in three separate categories at last week’s prestigious Frontier Awards, adding to the success of last year, when the airport was shortlisted in two categories.
The Hungarian gateway’s industrious retail marketing team’s campaigns were this year nominated in three categories: Speciality Concept of the Year for its ‘Most Beautiful Jewellery for You’ promotion with Swarovski, FreyWILLE, and Michal Negrin; Best Partnership Initiative of the Year for its Trinity promotion held in conjunction with Heinemann Duty Free and Royal Tokaji winery; and Marketing Campaign of the Year by a Retailer/Airport for its ‘Lock your Love’ Valentine’s Day promotion.
The ‘Lock your Love’ campaign back in February at Budapest Airport led to it being shortlisted for the Marketing Campaign of the Year.
On the back of our most successful retail sales year in history, we approached 2015 with even more belief in the effectiveness of our innovative marketing activities. These nominations prove we are on the right path,” said Kam Jandu, Chief Commercial Officer, Budapest Airport.
The Specialty Concept of the Year nomination was received for the one-month jewellery promotion with Swarovski, FreyWILLE, and Michal Negrin. Innovative levitating displays were installed, which really captured passengers’ attention. The results were a notable increase in brand recognition, and increased visitors to each shop, with FreyWILLE recording an impressive 210% sales increase during the promotion.
The second nomination, for Best Partnership of the Year, was received for its Trinity promotion in conjunction with Heinemann Duty Free and Royal Tokaji winery. The campaign created a sense of place with Royal Tokaji building a complete wine cellar in SkyCourt, while offering wine samples from a variety of grapes. Almost 19,000 passengers tasted the wines, leading to sales of 5,000 bottles, translating to a 140% revenue increase.
Budapest Airport was shortlisted for Best Partnership of the Year, for its Trinity promotion in conjunction with Heinemann Duty Free and Royal Tokaji winery.
The final nomination for Marketing Campaign of the Year by a Retailer/Airport was garnered by its unique ‘Lock your Love’ Valentine’s Day concept. More than 7,000 padlocks were attached to a giant heart-shaped ‘wall of love’, which has now become a permanent feature at Budapest Airport.
Jandu concluded: “We’re extremely proud of being shortlisted for the highly-acclaimed Frontier Awards again this year. We work hard to make sure our ideas are innovative, creative, fun, and engaging for all our passengers, and time and time again this has proven to also bring success to our retailers. Working in joint ventures with our partners really is a win, win, affair.”
