Bacardi Global Travel Retail has launched a major Christmas gifting campaign for Grey Goose at Dubai International Airport.
‘The Gift of Extraordinary’ promotion, which will run until early January, is the travel retail strand of the current Grey Goose global campaign. Significant investment in digital film, print, social media, pop-ups and TV commercials features in the campaign, which centres around the magic of Christmas and the power of Grey Goose in elevating gift giving.
At Dubai International, Grey Goose aims to inspire travellers with gifting ideas brought to life in a series of engaging experiences in Terminal 1 Concourse D. A high-visibility media campaign, which runs along the traveller journey, emphasises key touch points from security through to the shopping area. Animated and static media sites feature the Grey Goose ‘The Gift of Extraordinary’ campaign.
At the Dubai Duty Free store, details of the campaign are promoted at the point-of-sale to encourage Grey Goose shoppers to bring their purchases for gift-wrapping at ‘The Gift of Extraordinary’ zone.
A gifting pop-up in the main arrivals concourse lounge features four experiential multi-sensory zones:
- A gift display features the Grey Goose range and Dubai limited edition bottle, with polaroid cameras on-hand to encourage ‘selfies’
- A digital holographic display creates a mid-air illusion of the brand’s flying goose
- A gift-wrapping service, including a ribbon-tied message card for personalisation
- Guided tastings of Grey Goose Flavours, Grey Goose Interpreted by Ducasse and Grey Goose VX lines by Grey Goose ambassadors and recipe cards with seasonal recipes.
Bacardi Global Travel Retail Regional Director Asia Pacific and Middle East Africa Vinay Golikeri commented: “We are tremendously excited about this campaign, our largest event yet for Grey Goose in travel retail. We’ve brought together several fantastic ingredients for success: firstly Grey Goose has an enormous appeal across a wide demographic; add in a stunning and highly visible global advertising campaign that we’ve tailored to travel retail.
“Then there’s the fantastic multimedia space at Dubai International, all wrapped up with the busiest time of year to reach the maximum number of travellers with an exciting and relevant campaign for the peak gifting season.”
JCDecaux Dubai and Northern Emirates Managing Director Bertrand Mouraille said: “Enabling brands to spread joy and warmth throughout this festive season, and creating an exceptional experience for their consumers, was our main objective for this year while working with Grey Goose on its unique concept ‘The Gift of Extraordinary’.
“Providing them with the ultimate space, combined with multiple effective advertising channels, has been successfully achieved at Dubai International. The number one airport for two consecutive years for international passengers, and also expecting around 7 million passengers for the month of December, the airport is a perfect medium for seasonal brand activations.”
