Trinity Awards
The Trinity Awards
Collaboration
The Trinity Award for Collaboration of the Year: Bacardi Global Travel Retail, Heathrow Airport, Dufry and JCDecaux
Like our other Trinity Award choices, we didn’t rely on third party accounts or press releases when deciding on our Partnership accolade – we paid a visit ourselves.
In September, Bacardi Global Travel Retail partnered with Dufry, Heathrow Airport and ooh media specialist JCDecaux – a four-way ’quaternity’ – to unveil the ambitious Experiencia Patrón activation at Heathrow Airport Terminal 5.
Like the best travel retail campaigns – and there were many in 2022 – this was interactive, immersive and engaging, offering games and surprises for travelling consumers alongside premium and personalisation elements. It neatly reflected the spirit of the brand too: fun, lively and colourful
This was complemented by the pan-airport digital experience. The animation was supported by eye-catching displays in the terminal, with further engagement fuelled by pre-trip engagement, programmatic advertising and geo-targeted ads.
Above all, this proved a wonderful way to advertise travel retail’s excellence both as a sales platform and a showcase to the world. After the toughest two years ever for the industry, this campaign came as a strong vote of confidence from Bacardi and its partners in the future of our channel.
Experiencia Patrón is a “high-octane pop-up consumer experience”, said Bacardi Global Travel Retail, and represents a major investment in establishing the brand with British consumers
The Moodie Davitt eZine Issue 318 | 30 December 2022
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd).
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