Travel Retail Highlights
A memorable multi-sensorial launch
A wide-reaching, multi-sensory and omnichannel campaign from Bacardi Global Travel Retail, World Duty Free, Heathrow Airport and British Airways launched Grey Goose’s new line extension into UK travel retail recently. Grey Goose Essences is a new, all-natural range of three fruit and botanical pairings from the super-premium vodka, designed for summer cocktail-making. The flavours are Strawberry and Lemongrass, White Peach and Rosemary, and Watermelon and Basil. Throughout April, a colourful, eye-catching botanical themed pop-up in the main departures lounge at T5 attracted travellers to explore the range via a series of multi-sensory, sampling and interactive AR experiences. Retail ambassadors leading the sampling asked shoppers to choose their own garnish from pots of fresh basil, rosemary and lemongrass. Consumers learned about the origins of the botanicals within Grey Goose Essences and gleaned tips on home mixology. Shoppers were also directed to Grey Goose social media channels for more inspiration on recipes.
Catching the eye: The bright colours of the pop-up store in Heathrow T5 drew passengers to the botanical-themed activation
A vapour bar added a multisensorial element to the sampling experience. The layered engagement continued with a motion-sensored, AR journey into the world of Grey Goose Essences. By standing in front of a screen, floral visuals created an AR 3D shape of the user, reacting to their movements and gestures. The AR experience also communicated information on the new flavours, ingredients and recipes, along with a QR code linking to the Grey Goose website. To enhance the T5 physical launch, the Bacardi GTR campaign used paid media channels, focusing on pre-trip communication with confirmed travellers. Conversion was driven online through programmatic advertising, social media and a collaboration with British Airways media and the Executive Club. The activation ticked many boxes for launch events in travel retail. It was a partnership that involved brand owner, retailer, airport and airline, it engaged travellers across multiple touchpoints and it featured education and inspiration for the consumer via digital and sensory elements.
Bacardi GTR’s Sam Pickard (left) and Ignacio Vázquez lauded the success of the multi-layered Grey Goose Essences activation
Traffic to the activation was partly driven by digital out-of-home media advertising in Terminal 5
As a final touch, purchases were gift-wrapped in floral paper and spritzed with one of the key botanicals in Grey Goose Essences
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The Moodie Davitt eZine Issue 311 | 30 May 2022
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com