Bacardi Global Travel Retail and Melbourne Airport have hailed the impact of a ‘Stir Creativity’ Bombay Sapphire pop-up, held in collaboration with Dufry.
As reported, the campaign targeted travellers in the busy November holiday period and aimed to share with them the “creativity” of the Bombay Sapphire brand.
Over 6,000 passengers participated in the month-long campaign which extended along the traveller journey from security and through the Dufry store, with eight different touchpoints leading to a mix-it bar. A large digital screen showed live #StirCreativity uploads from travellers, with almost 35,000 posts shared on social media.
“This is by far the most exciting and engaging activation I have ever seen at Melbourne Airport.” – Melbourne Airport Head of Retail Aaron Gupta
Over 3,000 consumers went onto the final stage of the campaign, to sample drinks made from their own recipes. The promotion offered Dufry RED App users free access to Plaza Premium Lounges and a free Bombay & Tonic with every A$65 (US$46) Bombay purchase. Shoppers were also offered the opportunity to redeem a free Bombay & Tonic in the bars in Melbourne Airport with every Bombay purchase over A$65.
Melbourne Airport Head of Retail Aaron Gupta said: “This is by far the most exciting and engaging activation I have ever seen at Melbourne Airport. The whole [management] team has been talking about it.”
“When consumers are inspired to sample our products, there is a direct correlation with immediate sales and a tangible longer term impact on future sales choices.” – Bacardi Global Travel Retail Senior Commercial Director Vinay Golikeri
Bacardi GTR said the campaign resulted in strong conversion and increased sales.
Bacardi Global Travel Retail Senior Commercial Director Vinay Golikeri said Bacardi is committed to shopper engagement programmes that enable brand sampling. “When consumers are inspired to sample our products, there is a direct correlation with immediate sales and a tangible longer term impact on future sales choices, whether that’s in domestic retail or in their choice of drinks in bars and restaurants.
“Global travel retail is one of the most important strategic brand-building channels for Bacardi brands and we are committed to delivering more disruptive engagement of this kind, bringing great fun for travellers, sales results for our retail customers and to drive our global brand growth,” Golikeri said.
Footnote: Click here for a newly published interview with Bacardi CEO Madhesh Madhavan, Vice President Digital Commerce and Global Travel Retail Mike Birch and President – Incubation Brands and Global Commercial Development Maurice Doyle.
