Metaxa brings ‘Spirit of the Sun’ to Europe TR
Greek spirit brand Metaxa has hosted a personalised “Spirit of the Sun” activation in European travel retail, which aimed to match consumers’ moods to a specific Metaxa expression.
Metaxa’s Spirit of the Sun activation at Antalya.Airport passengers at Athens, Rhodes, Heraklion, Antalya, Larnaca, Munich, Moscow, Novosibirk and Vilnius were invited to complete a “Spirit of the Sun” quiz on an iPad, which would reveal their mood and link them to the Metaxa product deemed to best fit their personality and preferences.
The results were displayed on a large screen for the passenger and their fellow travellers to see.
Those who “loved to be surrounded by friends” were paired with Metaxa with Greek Honey, a travel retail exclusive introduced in April. Consumers found to be in a vibrant mood were matched with the bright yellow Metaxa 5 Stars. Those who proved to have a generous nature were twinned with Metaxa 7 Stars. “Harmonious” passengers were teamed up with Metaxa 12 Stars, while those who were revealed as “passionate” were matched with Metaxa Angel’s Treasure, an offer released in travel retail earlier this year.
“The Spirit of the Sun activation was an excellent vehicle for showcasing the full travel retail range of Metaxa,” commented Arnaud Collas, global marketing director of the House of Metaxa.
“We were delighted with the response of Hellenic Duty Free and Dufry, who were enthusiastic about the implementation of this project in the peak season.
“They were rewarded with beautifully conceived display areas, highly visible in the busy airport concourse, an entertaining activation which brought passengers into the store and a very positive impact on sales of Metaxa.”
Rémy Cointreau-controlled Metaxa is a blend of aged distillates and Muscat wine from the Aegean islands. It has launched a number of travel retail exclusives in recent years, including Metaxa 5 Stars.
