UK. Leading UK travel retail and brand experience specialist Blackjack Promotions has launched its first-ever augmented reality (AI) immersive campaign, a partnership with Dufry.
The ‘Summer Treasure Hunt’ initiative is running in two World Duty Free (WDF) stores at London Stansted and Manchester airports. Aimed at enhancing the airport experience for families during the busiest months of the year, the campaign was developed by the Blackjack team, with all creative and build elements created in-house.
Families are invited to scan a QR code inside the WDF stores and children can join the interactive game, capturing clues while seeing animals come to life on screen. Each clue takes the user to a number which is recorded on a postcard, and on completion children can claim an activity prize.
Blackjack Promotions Brand and Retail Director Leanne Nutter said: “As we approached a busy summer period, we set ourselves a challenge to come up with a creative concept that would help families travelling with children enjoy the airport experience even more.
“We understand that travelling, particularly with young children, can sometimes be difficult especially if flights are in the early hours or unavoidably delayed. It’s important that we help take some of that stress away.
“Developing the entire idea from concept to execution, and building all of the augmented reality in-house, has been incredibly exciting and certainly sets the bar for future campaigns.”
The campaign, which launched earlier this month and attracted over 1,000 families in the first ten days, will run until 27 August.
Dufry UK Commercial Director Eve Fifer commented: “Blackjack Promotions are a trusted partner with whom we have worked for 20 years, so when they came to us with this idea we knew it would be a success.
“Blackjack Promotions has extensive experience in delivering exceptional experiential solutions. The team truly understand their clients’ needs and this immersive concept is the perfect example of how the team take that understanding and deliver a campaign that captivates and engages the audience.” 
