Bacardi Global Travel Retail partnered with Dufry Group in July to take over the retailer’s new generation store at Melbourne Airport with a Grey Goose campaign.
Grey Goose, the first drinks brand to utilise the new in-store space and digital screens, installed a copper-plate fronted geometric bar which served Grey Goose Le Grand Fizz and the dark twist of a Grey Goose Espresso Martini cocktails. Digital screens featured the brand’s new Above the Line campaign.
Props placed in front of the bar, such as a classic pannier style bicycle, aimed to tell the story of Grey Goose and its French heritage. Travellers had the chance to enjoy a game of La Petite Pétanque and point-of-sale merchandise such as take-away bar top tip cards offered an insider’s guide to Melbourne’s cocktail scene.
Bacardi Global Travel Retail Regional Director, Asia Pacific & Middle East Africa Vinay Golikeri said: “The new generation store of Dufry in Melbourne is spectacular and the technology is state-of-the-art. We’re excited that Grey Goose is the first drinks brand to leverage the incredible brand visibility of the space and create a super-premium bar environment, maximising consumer engagement with the luxury positioning of Grey Goose.
“Working closely with our Australia domestic market colleagues, this Grey Goose campaign is a great example of engaging consumers with a compelling brand immersion that seamlessly connects them on their travels with the best experiences of Australia’s cultural capital.”
Dufry Group General Manager Australia Ken Tse added: “Creating a luxurious Sense of Place is an important element of our new Melbourne store and we especially wanted the bar to be an iconic and memorable final out-post for the city. Having a category leading, ambitious global brand like Grey Goose as our launch partner is a fantastic and elegant pairing and one that our customers are responding to enthusiastically.”
