Bacardi Global Travel Retail and DFS have partnered for a Grey Goose summer campaign at New York John F. Kennedy International Airport.
The ‘Vive La Riviera’ campaign, spanning August and September, celebrates the brand’s French heritage. The vodka uses only French ingredients.
Located at the entrance of DFS’s store in Terminal 4, the campaign has featured a Grey Goose ‘French-style’ bicycle, Provençal-inspired market carts, and images of the Mediterranean Sea.
Travellers have also been invited to have their photograph taken, which is then transformed into a personalised Grey Goose bottle tag. Retail ambassadors have been on hand to offer Grey Goose Le Grand Fizz cocktails, served from a retro-inspired ice cream bar.
Bacardi Global Travel Retail said social media engagement has so far included more than 140,000 snapchat impressions. Direct shopper interactions have reached 29,000, with a 20% conversion into sampling.
In addition to the core Grey Goose range, Bacardi said the campaign was focusing on the limited-edition Grey Goose French Riviera bottle 2018. It is the latest addition in the Grey Goose Riviera series which was introduced earlier this year. The bottle was designed by renowned illustrator Quentin Monge, and was inspired by his childhood holidays on the French Riviera.
“Grey Goose and summer cocktails are great partners, whether that’s on vacation or for sophisticated entertaining at home with friends with your own Riviera-inspired cocktails,” said Bacardi Global Travel Retail Director Americas Geoff Biggs.
“We brought to life the French heritage of the brand, inspiring shoppers with the ease of making a Grey Goose vodka cocktail and the added luxury it brings to any summer drinking occasion.”
DFS Group Senior Vice President Spirits, Wine, Tobacco, Food and Gifts Brooke Supernaw commented: “This summer campaign from Grey Goose is a refreshing contrast to the heat of the city and sets a perfect tone for travellers heading to overseas destinations from Terminal 4 at JFK, including Paris. At DFS, we always aim to provide our travelling customers with something new and exciting to enhance their journey, and the theatrical elements of this campaign worked well to attract and delight them.”
