UK. Premium sunglasses brand Maui Jim has partnered with World Duty Free to run a football-themed animation at Manchester Airport Terminal 2. The pop-up concluded today (31 May).
The animation leveraged the Hawaiian brand’s sporting roots and showcased its exclusive collection with the Manchester United football club. The Manchester United range features 22 bespoke frames which were inspired by the club’s history and heritage.
The pop-up occupied a prime 21sq m spot in World Duty Free’s ‘contentainment’ events space, which saw a significant uplift in passenger traffic over recent weeks, the brand owner said.
The engaging pop-up featured eye-catching displays of Manchester United football stars including Cristiano Ronaldo, Marcus Rashford and Scott McTominay, all wearing their favourite pieces from the collection.
An interactive penalty shootout game, displayed on large-scale digital screens, was one of the stand-out retailtainment features of the pop-up. Travellers were invited to play the game to enter a prize draw and win frames from the Manchester United collection alongside other club prizes.
Staff encouraged customer participation and showcase the collection. Digital advertising, located all over the World Duty Free store, directed passengers to the pop-up.
Manchester United Global Brand Ambassador Bryan Robson delighted passengers by visiting the activation during bank holiday weekend. The former football star and manager engaged with fans, signed autographs and invited travellers to join the fun at the pop-up.
“Our contentainment spaces are designed to be perfectly positioned and with the right digital hardware for brands to bring a real sense of fun to the store and create an engaging space for customers to enjoy,” commented World Duty Free Commercial Director Eve Fifer. “Maui Jim have really delivered on this with their sharp creative concepts and partnership with Manchester United. We knew it would go down a storm with Manchester passengers.”
A spokesperson from Maui Jim added, “We are thrilled to be able to bring to life our partnership with Manchester United with our installation at Manchester Airport. Feedback from passengers has been great and we’ve had lots of hardcore United fans who were excited to have a go with the interactive games.
Commenting on the activation, Robson said: “I’m a big fan of Maui Jim and its range of sunglasses and I always make sure I’ve got mine with me whenever I go on holiday or the sun makes an appearance in Manchester.
“I thought the experience Maui Jim put together at Manchester Airport was brilliant, with the chance to win some exciting prizes, and of course I always enjoy getting to meet our fans.”
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