Bombay Sapphire virtual reality campaign goes down under

Bacardi Global Travel Retail has introduced its Bombay Sapphire virtual reality shopper campaign to Sydney Airport, following its stint at Heathrow T5 in September.

According to IWSR (International Wine & Spirit Research), gin has seen double-digit growth over four times faster than other spirits in the Australian domestic market, with Bombay Sapphire delivering over one third of the growth.

BACARDI LION: Bombay Bar in Heinemann - Sydney International Airport, Australia. Photo: Narelle Spangher
Bacardi Global Travel Retail is capitalising on the popularity of gin in Australia

The month-long campaign, in partnership with Heinemann, focuses on brand sampling together with the virtual reality experience of a Laverstoke Mill (home of the Bombay Distillery) fly-through on oculus rift headwear. Tip cards provide travellers with recipe instructions on how to make the perfect gin and tonic and highlight the top ten bars in Sydney to enjoy a Bombay and tonic.

BACARDI LION: Bombay Bar in Heinemann - Sydney International Airport, Australia. Photo: Narelle Spangher
The promotion encourages travellers to discover their ‘ultimate Bombay and tonic’ through sampling

Each of the Bombay variants is available for sampling, with in-store ambassadors offering handcrafted tasting experiences including a 50:50 Star of Bombay and tonic ratio finished with orange zest. Star of Bombay was recently awarded the London Dry Gin Trophy 2016 and a Gold Outstanding medal 2016 by International Wine & Spirits Challenge (IWSC).

Bacardi Global Travel Retail Regional Director Asia Pacific and Middle East Africa Vinay Golikeri commented: “Bombay Sapphire enjoys enormous popularity in Australia and this campaign capitalises on one of the busiest months of the year at Sydney Airport, enabling us to reach and engage with Bombay Sapphire fans flying out of the city.

BACARDI LION: Bombay Bar in Heinemann - Sydney International Airport, Australia. Photo: Narelle Spangher
A customer ‘flies’ over Laverstoke Mill, Bombay Sapphire’s distillery

“The virtual reality experience is creating a real buzz in-store and is a perfect opener for our retail ambassadors to continue the brand conversation with shoppers as they move on to taste and discover their ultimate gin and tonic from the Bombay range. The tip cards highlighting top bar venues in Sydney are part of our strategy to elevate the traveller’s experience by considering their broader journey.”

Heinemann Australia Managing Director Constantin Wiesmann added: “We’re delighted to be running another core focus on Bombay Sapphire following great success earlier in the year. It’s a very popular brand with our shoppers and the creative twist in this campaign adds something new and memorable, helping elevate the shopping experience here at Sydney.”

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