GERMANY. Swiss skincare house La Prairie has become the first brand to take advantage of an ambitious new ‘360 degree’ marketing package at Frankfurt Airport.
The omnichannel programme, aimed at the approximate 17 million passengers passing through the airport each quarter, is being offered by Media Frankfurt in conjunction with Fraport’s Retail & Properties Unit. Fraport describes its approach as “the most comprehensive and holistic in airport retailing to date”.
“The approach we are pursuing with this product is the most comprehensive and holistic in airport retailing to date. None [of our passengers] will leave the airport without noticing the brand. This is unbeatable awareness.” – Fraport Executive Vice President, Retail and Properties, Karl-Heinz Dietrich
The package is a blend of on-site promotion, conventional advertising and online tools, including the Frankfurt Airport website, app, online shop, Frankfurt Airport Rewards and social media channels.
Fraport Executive Vice President, Retail and Properties Karl-Heinz Dietrich claimed that no passenger “will leave the airport without noticing the brand. This is unbeatable awareness.” He added: “Customers also benefit by receiving services from a single source, since all retail experts at Frankfurt Airport joined forces and pooled their knowhow to create this package.”
Of the brand’s decision to become the first brand to use the package, La Prairie Trade Marketing Manager Global Travel Retail, Yanyan Gille-Long, said: “Frankfurt Airport is one of the most important airports in Europe, and La Prairie can benefit from the rich portfolio of passengers here.
“Fraport provides an Omnichannel campaign opportunity which allow us to offer best service to our clients through different touchpoints.
“The cooperation with Frankfurt Airport Retail will complete the package and gives La Prairie a 360 degree scope of action for three months.”
Footnote: The Moodie Davitt Report will soon launch a new monthly eZine, Sight Lines – The Amazing World of Airport Advertising, in which we will profile advertising and communication initiatives across world airports. Each issue will build to a very special culmination later in the year. For details contact Irene Revilla at Irene@MoodieDavittReport.com.
