Bacardi Global Travel Retail has partnered with World Duty Free to execute a Williams Martini Racing promotion, focused on the Formula 1 Gran Premio de España Pirelli 2017, at Barcelona El Prat Airport Terminal 1.
The month-long activation, which started on 10 May, aimed to capture the attention of the 180,000 race-goers who departed the airport on the weekend of the race (13/14 May). The majority travelled through Terminal 1.
The campaign first engages travellers via a multi-sensory brand experience in front of the main store on the concourse:
- A full-scale Williams Martini Racing show car is positioned in front of a large video wall showing the latest brand films from Martini, depicting the Italian spirit of ‘Gioia di Vivere’ (‘joy of living’) and new brand campaign ‘Play with Time’
- A sampling bar offers a choice of three classic Martini serves: Martini Bianco and Tonic, Martini Rosso and Tonic and Prosecco on ice. Bar staff engage with shoppers and share recipe cards to encourage aperitivo-making at home
- The concourse display also features a racing-inspired podium photo opportunity which invites shoppers to step up and feel the “thrill of the winner’s experience”. Travellers can use a range of photo props, including branded race helmets and a winner’s wreath, when posing in front of the car, on the podium or against the colourful video backdrop.
- Shoppers are invited to share their winning Martini moments by checking in on social media platforms with the campaign hashtags #MartiniRacing and #PlayWithTime.
Shoppers can explore in-store and engage again with the Martini lifestyle at an additional aperitivo sampling bar, designed to share and connect elements from the global Martini Terrazza concept.
Bacardi Global Travel Retail Regional Director Europe Aude Bourdier-Rocourt commented: “The Williams Martini Racing car is a stunning first sight for travellers entering the departures area. The uniqueness of the travel retail channel helps us reach our audience in different ways like this powerful activation, making this an engaging and sharply targeted campaign.”
Dufry Global Category Head – Liquor David de Miguel said: “This is one of the most exciting times of year for us in our Barcelona store as we get ready for the summer season, and we’re really pleased at how this activation with Martini brings both glamour and drama in an unforgettable experience for our shoppers.
“It’s the type of partnership that we are delighted to collaborate in, with the joint goal of our passengers receiving an unforgettable experience; in the case of this event a fantastic combination of the thrill of the race and the glamour of Martini lifestyle, tempting travellers to mark the occasion with a purchase.”