GERMANY. German brand-building specialist Borco has partnered with Gebr. Heinemann in a Sierra Tequila ‘Lead the Party’ promotion at Hamburg Airport.
Travellers are encouraged to interact with brand ambassadors in sampling sessions which introduce a three-step tequila shot process. They also have the opportunity to win a Sierra Tequila party box by uploading their favourite Sierra party photo on the new Sierra Instagram account @sierra_tequila.
Promoters are available on-stand Thursday through Sunday at Hamburg Airport where the activation will run until the end of August.
According to Borco, the promotion marks the start of a new global travel retail campaign which will be rolled out to other airports.
As reported, Beirut Duty Free collaborated with Vintage International Services and Borco in a major Sierra Tequila promotion at Beirut-Rafic Hariri International Airport this month.
