Aer Rianta International (ARI) and Bacardi Global Travel Retail have partnered at Auckland Airport in what they describe as a major category initiative, focusing on impactful branding and sampling. The two-month campaign is intended to be a major footfall driving shopper experience, and features three brands: Bombay Sapphire, Grey Goose, and the John Dewar & Sons Fine Whisky Emporium.
Aer Rianta International and Bacardi Global Travel Retail have partnered at Auckland Airport on a two-month category initiative focusing on impactful branding and sampling.
The prominent position is key – immediately facing passengers as they clear security and enter the departures lounge. The activity is being led by brand ambassadors at the front of ARI’s store, The Loop Duty Free, reportedly attracting a noticeable increase in footfall. The visibility of the campaign is further enhanced in the spirits area in-store.
“We are delighted with the Bombay Sapphire and Dewar’s activation at The Loop Duty Free,” explains Tom Byrne, General Manager, ARI Auckland. “The brands and their following in New Zealand speak for themselves and this bright, eye-catching activation at the front of our shop engages passengers even before they clear security. Being able to sample the products further enforces the ‘want to buy’ and enhances the overall experience for the passenger. It is a great example of partnership between ARI Auckland and Bacardi Travel Retail showing a real commitment to putting the customer at the centre of everything we do.”
Irving Holmes Wong, Regional Director, Asia Pacific and MEA, Bacardi Global Travel Retail, adds: “This is a fantastic example of the sum of the whole being greater than the parts and we are delighted with ARI for sharing our vision and joint business planning in ways that unlock incremental growth for us all. Together we are offering shoppers at Auckland Airport a genuinely exciting shopping experience with premiumised and differentiated products. This activation is certainly inspiring strong conversion.”
Learn more about innovative brand experiences at the 25th ACI EUROPE Airport Commercial & Retail Conference & Exhibition, 11-13 April 2016, hosted by Helsinki Airport. The Second Working Session is themed: “Retail-tainment, consumer participation, and retail theatre: Can there be a true sense of adventure and expectation in the airport commercial space and does this really deliver the desired goal of greater spend?” Sue Gosling, Head of Global Experiential Marketing & Creative Solutions, World Duty Free Group, and Frédéric Chevalier, Chief Business Officer, Lagardère Travel Retail, are among the confirmed speakers in this session.
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