Bacardi GTR drives category in AucklandBy Kristiane Sherry
Bacardi Global Travel Retail (GTR) and Aer Rianta International (ARI) have teamed up at Auckland Airport to implement a “footfall-driving shopper experience” featuring Bombay Sapphire, Grey Goose and the Dewar’s Scotch portfolio.
The two-month campaign is the first multi-brand promotion of its type from Bacardi GTR and was developed to appeal to white spirits fans and whisky lovers alike.
Located in a prominent position facing passengers as they clear security and in front of ARI’s The Loop Duty Free store, the initiative spans impactful branding and brand ambassador-led sampling activity.
The promotion continues in store in the spirits area, increasing the visibility of the campaign and enabling purchasing opportunities.
John Dewar & Sons Fine Whisky Emporium features a range of age statements from the Dewar’s range and the Bacardi collection of single malts. The activation utilises a series of digital screens showing Dewar’s film footage, and ambassadors are on hand to tutor shoppers through tastings presented in whisky staves from Dewar’s barrels.
Gin shoppers will be able to sample the entire Bombay gin portfolio led by the recently introduced super-premium Star of Bombay. Bacardi GTR says it has a strong ambition for Bombay Sapphire to drive category premiumisation, demonstrated through eye-catching merchandising and signature serve offerings, including the Bombay Sapphire Ultimate Gin and Tonic.
Grey Goose completes the offer with the full brand portfolio available on-shelf, supported by sampling of key serves.
“We are delighted with the Bombay Sapphire and Dewar’s activation at The Loop Duty Free. The brands and their following in New Zealand speak for themselves and this bright, eye-catching activation at the front of our shop engages passengers even before they clear security,” said Tom Byrne, general manager, ARI Auckland.
“Being able to sample the products further enforces the ‘want to buy’ and enhances the overall experience for the passenger. It is a great example of partnership between ARI Auckland and Bacardi Travel Retail showing a real commitment to putting the customer at the centre of everything we do.”
Irving Holmes Wong, regional director, Asia Pacific and MEA, Bacardi Global Travel Retail added: “Only Bacardi has the category leading brands to deliver a luxury activation of this scale and it’s amazing to see how positioning three of our star performing brands of Grey Goose, Bombay Sapphire and Dewar’s like this is delivering such positive shopper interaction as a result of the broadened shopper appeal.
“This is a fantastic example of the sum of the whole being greater than the parts and we are delighted with ARI for sharing our vision and joint business planning in ways that unlock incremental growth for us all.
“Together we are offering shoppers at Auckland Airport a genuinely exciting shopping experience with premiumised and differentiated products. This activation is certainly inspiring strong conversion.”
The activation is live now and runs until early February,