Williams Martini Racing drives Barcelona activation

Bacardi Global Travel Retail (GTR) partnered with World Duty Free to feature a Williams Martini Racing presentation for Martini vermouth and sparkling wines at Barcelona Airport.

Bacardi GTR has hosted a Williams Martini Racing-themed activation at Barcelona airport

Taking over a high profile promotion space in Terminal 1, the activation ran over a three week period focusing on the Formula 1 Gran Premio de España Pirelli 2016 held in Barcelona on 15 May.

Positioned in the main store with a branded video screen backdrop, the activation features a Williams Martini Racing replica car.

A Martini-branded sampling bar offered passengers Martini Bianco and tonic, Martino Rosso and tonic, or a Martini Prosecco served in a flute glass.

Every Martini purchase was accompanied by a limited edition set of headphones as a GWP.

More than 165,000 motor racing fans travelled through the airport for the race weekend, giving Martini strong exposure to its target audience.

“Martini knows that racing isn’t just about what happens on the track, it’s about a lifestyle off the track and this was a perfect time for us to reach our target audience at Barcelona with a branded activity with a very strong visual attraction to draw passengers into the store,” said Aude Rocourt, regional director Europe and MEA, Bacardi GTR.

The longstanding relationship between Martini and motor sport began in 1968 with the creation of Martini Racing. The brand returned to motor racing sponsorship in 2014 as a principal partner of Williams Martini Racing.

Earlier this year, Bacardi launched a new global advertising campaign for Martini as part of a series of “dramatic steps” to reinvigorate the brand.