Tullamore ‘inspires optimism’ in Frankfurt Airport

William Grant & Sons and Gebr. Heinemann have launched a series of interactive Tullamore Dew promotions at Frankfurt Airport based on “the spirit of optimism”.

William Grant encourages travellers to become “optimistic ambassadors” at Frankfurt Airport

The activities encourage travellers to become “optimistic ambassadors” for the brand in celebration of the “the spirit of courage and optimism” of Tullamore Dew Phoenix, which was launched to celebrate the return of Irish Whiskey distilling to the town of Tullamore.

The concepts behind the two promotions – which can be found in Heinemann Duty Free in terminals A and AZ throughout March – allow consumers to spread a message of positivity in a variety of different ways.

Andre de Almeida, WGS director Europe travel retail, said: “St Patrick’s Day is an important fixture in our calendar, so we wanted to come up with an innovative and memorable way to encourage travellers to celebrate it with us.

“The concept behind these activations is optimism, drawing on Phoenix’s brand story. After a great fire that destroyed the town in 1785, the people of Tullamore could have given up. Instead they rebuilt the town bigger and better.

“It is this spirit of optimism that we want to bring to life in the airport with our two concepts.”

In Terminal AZ, consumers can leave a positive message on wooden blocks and add their block to a large feature wall – sharing positive messages “in the same way as the town was rebuilt”, eventually building “a wall of optimism”.

The wall is created from recycled timber sections and is positioned by a bureau that provides an area for personalisation and story-telling.

Terminal A features the Spirit of Optimism Peg Wall, which features the Phoenix motif dia-cut from copper. Consumers can use an app to produce their own printed message on a “ribbon of positivity”, which is then added to the Peg Wall.

Consumers that add their own message will receive the previous message, to ensure that the “spirit of optimism” is passed on.

Both areas offer consumers a sample of Tullamore Dew Phoenix, and offer a free gift with purchase of a gift pack.

Ann-Kathrin Fürer, head of activity management, Gebr Heinemann, added: “Partnering with William Grant & Sons in creating these two magnificent promotional areas was a pleasure. Without fail they come up with innovative and unique concepts, which is what we are looking for to help entice passengers into our stores.

“We believe that these two separate promotions will be a great footfall driver, increasing penetration into our stores and building sales of the spirits category.”