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Grey Goose debuts global campaign in Dubai Airport
Bacardi Global Travel Retail (GTR) has launched a month-long experiential campaign in Dubai’s Terminal 3 featuring Grey Goose.
Grey Goose Brasserie Bleue campaign launches at Dubai Airport’s Terminal 3 during July
During July, Bacardi partnered with Dubai Duty Free to present the brand for the first time in travel retail through its new global platform Grey Goose Brasserie Bleue.
The campaign is part of a significant worldwide investment, in both domestic and travel retail markets, to drive category growth this summer.
The visual presentation, at Terminal 3’s arrival store, has been designed to focus entirely on the brand’s French heritage, led by the central focus on a retro bicycle sporting a wicker basket full of Grey Goose in 1l and 37.5cl bottle sizes.
The backdrop represents a contemporary brasserie-style bar, complete with a chrome version of the iconic goose in flight.
Shoppers are also presented with an easy self-serve gondola offering the entire Grey Goose range.
Philippa Coleman, regional manager – Gulf, Middle East and Africa, Bacardi GTR said: “We’re very excited that the prestigious location of Dubai Duty Free is the first in travel retail to present Grey Goose Brasserie Bleue.
“This has been led by the success we had in late 2015 with a French café-style presentation for the brand which drove significant conversion and trade-up with shoppers. We know that Grey Goose shoppers desire to enjoy the best life has to offer and are inspired by the French heritage and craftsmanship behind the world’s best tasting vodka. Brasserie Bleue is an authentic lifestyle call to action that’s already off to a strong start.”
Saba Tahir, vice president purchasing of Dubai Duty Free adds: “Grey Goose Brasserie Bleue is attracting considerable attention thanks to its strong visual attributes, with the bicycle as a central focus set against the contemporary backdrop where the brand’s iconic goose gives added recognition. Grey Goose vodka is already a very popular brand with Dubai Duty Free Shoppers and this activation brings a creative halo for us both to build on that success.”
In December, Bacardi GTR previously partnered with Dubai Duty Free to host a ‘quintessentially French’ activation at Dubai International Airport.