USA. Grey Goose has just completed a vibrant promotional campaign with International Shoppes at New York JFK International Airport T5. It aimed to reinforce awareness of Grey Goose as the official vodka of the US Open tennis championships, which took place recently.
From late August until mid-September, the tennis-inspired shopper engagement programme featured in a prime location in T5, which serves JetBlue travellers.
Samples of the US Open’s official cocktail, Grey Goose Honey Deuce, were made available to travellers. The drink is a blend of vodka, lemonade, raspberry liqueur and tennis-inspired honeydew melon balls.
Tennis players of all abilities were invited to pick up a racquet and try their hand at a winning shot with spot tennis-themed prizes for hitting a target. QR codes on ‘tip cards’ connected directly to the brand website for cocktail recipes and more information on the Grey Goose vodka range.
Grey Goose is the number one super-premium vodka in travel retail (IWSR 2021), growing at +68% in volume from 2020 to 2021.
Geoff Biggs, Retail Director, Americas at Bacardi Global Travel Retail, said: “This celebration of the Grey Goose Honey Deuce as a special cocktail devised for the US Open adds power to our mission in making moments matter for our consumers.
“The campaign with International Shoppes not only boosts the appetite for Grey Goose but our clear association with this world-leading sports tournament reinforces the brand’s category leadership as well as the importance of airport retail as a premium experience.’
Scott Halpern, President of International Shoppes, added: “International Shoppes is excited to partner with the Bacardi team to deliver this unique Grey Goose experience.
“The US Open is a legendary sporting event that captures the essence of New York. Through our partnership with Grey Goose and Bacardi, JetBlue and with Fraport as the terminal’s retail developer and manager, we were able to bring that same energy to those flying through T5. The programme created is a one-of-a-kind traffic stopper that gets the travelling public to engage and shop.”
