A Christmas and New Year holiday campaign to promote Grey Goose vodka at New York John F. Kennedy International Airport Terminal 4 has achieved direct engagement with about 30,000 consumers, according to Bacardi Global Travel Retail.
The ‘Winter Marché’ activation, organised in partnership with DFS Group, featured a pop-up store with key visual elements including a custom-designed illuminated Ferris wheel and ‘mini chalets’.
Shoppers purchasing a travel retail exclusive Grey Goose Holiday Gift Tin – featuring magnetised letter tiles to personalise their own gift message – were presented with a key to open a hidden compartment in one of the chalets, revealing a gift.
London creative agency Glock designed the Ferris wheel, which was brought to life by retail design and production agency, Bloommiami. The 12-foot high mechanism included 700 light bulbs.
The activation also featured cocktail-making demonstrations by well-known New York City bartenders including Jillian Vose of Dead Rabbit, Evan Hawkins of Broken Shaker, Liana Oster of Dante and Channing Centeno of Otis.
The campaign was in part driven by social media activity, featuring promotional posts by professional influencers. The Ferris wheel included an interactive photo booth which encouraged travellers to share Grey Goose imagery. Bacardi Global Travel Retail said that these activities generated about 8.1 million potential social media impressions.
Commenting on the impact of the campaign, Bacardi Global Travel Retail Regional Director Americas Geoff Biggs said: “These positive results demonstrate how we used the Grey Goose Winter Marché to connect with our target consumers as a timely brand-building exercise, working with a team of social media influencers to extend the reach beyond travel retail.
“Consumers responded positively to the campaign’s powerful call to action, combining their surprise and delight at finding a 12-foot high illuminated Ferris wheel in front of them in the terminal.”
Bacardi GTR claimed that research into the impact of the campaign showed that 80% of people said the activation had a “positive influence” on their opinion of Grey Goose.
