Day at the Races with Hendrick’s in Melbourne Airport

3rd November, 2011 by Marinel FitzSimons

William Grant & Sons launched “The Hendrick’s Cucumber Cup” at Melbourne airport on 31 October this year.

Renowned for its penchant for all things quirky and unusual, the activation is the first major Hendricks activation in Australia. The promotion will run for six weeks, coinciding with The Melbourne Cup, Australia’s largest horse race. The activity is run in conjunction with retailer The Nuance Group.

The activation allows four ‘contestants’ to play at once at the “Hendrick’s Derby Race”. Winners receive a Hendrick’s branded pack of playing cards and a photo of participants (plus friends and family) against the Derby backdrop.

William Grant & Sons Regional Marketing Manager, Kate Minner says, ‘The objective of the event is to engage the consumer with the Hendrick’s brand using quirky and unusual activations to bring the brand to life, and increase consumer knowledge and interest in the brand.’

The activation is further supported by a customised birdcage display in the departures area, along with floor decals surrounding the merchandising units to create theatre and curiosity, and further distribution of The Unusual Times. Similar activity takes place in the Arrivals area supported by a customised bathtub display.

As well as racing, there is Hendrick’s and Tonic smapling at all of the activation locations across the airport.

In the duty free shops, bottles of Hendrick’s are available for purchase with free field guide or the Teatime pack with a free cup.

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