HUNGARY. Budapest Airport has partnered with Heinemann Duty Free and Beam Suntory in a high-profile Trinity promotion to host a Jim Beam tasting bar. The promotion marks the airport’s first Trinity (tri-partite) promotion with an international brand, following the success of several campaigns with local brands and anchor retailer Heinemann Duty Free.
Trinity takes its name from the concept embraced by The Trinity Forum, conceived by The Moodie Davitt Report in 2003 to encapsulate tripartite partnerships between industry stakeholders. This year’s Trinity Forum will be held in Bangkok on October 25-27.
The bourbon bar in the central SkyCourt retail promotional space features throughout March. Travellers are invited to be part of Jim Beam’s bourbon story and taste various expressions from the Bourbon Legends collection, including Jim Beam Kentucky Straight Bourbon; Jim Beam Double Oak; Jim Beam Black; and Maker’s Mark.
Working closely with Heinemann and Beam Suntory, Budapest Airport has brought its new advertising concessionaire IAAC onboard to enhance the partnership through digital media.
Budapest Airport Head of Retail and Advertising Patrick Bohl said: “We’ve always referred to our Trinity promotions as a good example of the cooperative working partnerships we are fortunate to experience at Budapest.
“Each campaign requires full support from the airport, retailer and brands, and this year we’ve included IAAC to kick-start our Trinity campaigns. Branching out to an international brand brings new opportunities in what has become one of our most effective retail promotions.”
Budapest Airport has another 13 Trinity promotions planned for 2017, including well-known Hungarian brands such as Bock Estate Wine and Royal Tokaji Winery.
Bohl added: “Forecasted retail growth for 2017 continues to outperform passenger traffic growth. Last year one of our Trinity retail partners experienced a five-fold boost to its turnover, both in terms of product sold and value. This exceptional success is one we work hard to replicate for all parties involved in our promotions.”
