Travel retail highlights

With the Canadian Grand Prix in town, Luxottica Group and Scuderia Ferrari put travellers at Montreal's main airport in the driving seat for an exhilarating pop-up. It was promoting the Ray-Ban for Scuderia Ferrari sunglasses collection and the Scuderia Ferrari watches manufactured by Movado Group.

Luxottica has already taken its Ray-Ban for Scuderia Ferrari range to airports around the world, with activations taking place alongside the Formula 1 races at some of the world's major airports. This activation took up residence in Aer Rianta International (ARI)’s The Loop Duty Free store at the Canadian airport for six weeks from 4 June until 16 July.

Passengers were encouraged to experience the thrill of race day by stepping inside a driving simulator, while GWPs included a Scuderia Ferrari cap and the opportunity to jump the queue to try the simulator. Sales staff received training on both product ranges and the promotion was also hosted by dedicated promoters during peak passenger traffic periods.

ARI North America General Manager Jackie McDonagh said: “We have received extremely positive feedback from passengers and this reflection in the airport of what is happening downtown has translated to excellent sales.”

Speaking from Luxottica’s side, Global Travel Retail Director Enrico Destro added: “Successful cross-category activations require significant investment, close collaboration and alignment on innovation and creativity.”

Meanwhile, Movado Group Vice President and General Manager Ricardo Cesar Martins said: “This simulator activation brought the racing experience to our consumers, allowing us to expand our audience and bring our engagement to a higher level.”

Winning formula: Luxottica Group and Scuderia Ferrari provided interactive pop-ups for travellers promoting sunglasses and watches

The Moodie Davitt eZine

Issue 264 | 16 July 2019

The Moodie Davitt eZine is published by The Moodie Davitt Report (Moodie International Ltd) every month.

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