FRANCE. Dufry-owned World Duty Free has expressed its delight in winning the ‘Marketing Campaign of the Year by a Retailer’ at the Frontier Awards for its Gatwick Airport ‘Rogue One: A Star Wars Story’ campaign.
The award was presented at an evening gala in Cannes during the TFWA World Exhibition.
The campaign, which took place at London Gatwick’s North and South terminals from September through to December 2016, aimed to drive high levels of customer engagement with innovative and imaginative activations on airport and across social media.
Characters from the film including Stormtroopers and Death Troopers appeared instore and interacted with customers, as did the Rogue One: Star Wars actor Warwick Davies, who also hosted a personal takeover of World Duty Free’s Twitter platform.
Commenting on the award submission, the judging panel noted that the campaign was “innovative and well executed on a grand scale and delivered great theatre for customers”.
Dufry Divisional CEO for UK, Central and Eastern Europe Eugenio Andrades said: “With the ‘Rogue One: A Star Wars Story’ campaign, customers found themselves immersed in the world of ‘Rogue One’ at all touch points of their journey, from car park through to departure lounge. When they entered our World Duty Free store in Gatwick South, they were able to experience the film for themselves – before it was even released in cinemas – using the virtual reality technology installed in our expo space. I personally would like to thank Disney for their trust in us to bring such an important franchise as Star Wars to our airport environment and to the Gatwick team for a fantastic partnership before and through the execution. All this would not have been possible without the passion of all teams involved.”
Gatwick Airport Head of Retail Rachel Bulford added: “The unique ‘Rogue One’ campaign brought a touch of Hollywood to the Gatwick terminal last winter. Passengers of all ages relished the out of this world pre-flight experience that the campaign provided. We enjoyed working closely with World Duty Free and our media agency Primesight to bring such a fantastic initiative to Gatwick, and welcome the news that Frontier has recognised it as the leading marketing campaign of the year.”