Travel retail highlights
Serving up an ace
Bacardi Global Travel Retail and DFS Group have brought a piece of tennis’ US Open to New York JFK International. One of the sport's major tournaments, the US Open took place from 26 August to 8 September.
A Grey Goose campaign from 19 August to 30 September features a tennis court-inspired bar serving a themed cocktail and a pop-up retail unit. Another key element is the limited-edition release of the Grey Goose US Open Bottle.
The Grey Goose highlights the brand’s status as the official vodka of the US Open. Some 700,000 fans are estimated to have attended the tournament, with 40% of those coming from outside New York and 20% coming from outside the US.
“We want to help consumers make special memories of their trip during the US Open,” said Bacardi Global Travel Retail Americas Regional Director Geoff Biggs as he neatly summed up the campaign’s goal. “Whether they have been in the crowd or are just flying out through T4, this is a wonderful chance to enjoy the thrill of one of the most spectacular sporting events on the planet with a fantastic and memorable cocktail experience.”
The Moodie Davitt eZine
Issue 268 | 26 September 2019
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