Grey Goose hosts ‘largest’ activation in Dubai

Grey Goose has launched its “largest ever” travel retail activation as part of its ‘Gift of the Extraordinary’ campaign, taking place at Dubai International Airport.

At Dubai International Terminal 1 Concourse D, Bacardi Global Travel Retail (GTR) partnered with JCDecaux to implement a series of “engaging experiences” to bring the brand to life throughout the traveller journey.

Inside the Dubai Duty Free store, the campaign is featured at the point of sale, directing customers to the Grey Goose ‘Extraordinary Zone’.

The gifting pop-up runs until January and features four multi-sensory zones: a present display with Polaroid selfies; a holographic digital experience; a gift-wrapping service; and a brand ambassador area where shoppers can be guided through the range and given seasonal recipe cards.

The initiative is the travel retail branch of Grey Goose’s current global campaign which spans digital film, print, social activity, pop-ups, TV commercials and cinema sports.

“We are tremendously excited about this campaign, our largest event yet for Grey Goose in travel retail,” said Vinay Golikeri, regional director Asia Pacific and Middle East Africa, Bacardi GTR.

“We’ve brought together several fantastic ingredients for success: firstly Grey Goose, the category leader and its enormous appeal across a wide demographic; add in a stunning and highly visible global advertising campaign that we’ve tailored to travel retail. Then there’s the fantastic multi-media space at Dubai International, all wrapped up with the busiest time of year to reach the maximum number of travellers with an exciting and relevant campaign for the peak gifting season.”

Bertrand Mouraille, managing director of JCDecaux Dubai and Northern Emirates, added: “Enabling brands to spread joy and warmth throughout this festive season, and creating an exceptional experience for their consumers, was our main objective for this year while working with Grey Goose on their unique concept The Gift of Extraordinary.

“Providing them with the ultimate space, combined with multiple effective advertising channels, has been successfully achieved at Dubai International. The number one airport for two consecutive years for international passengers, and also expecting around 7 million passengers for the month of December, the airport is a perfect medium for seasonal brand activations.”

According to IWSR figures, Grey Goose is the fastest-growing top five spirit brand in global travel retail.

Last month, Bacardi GTR brought the spirit of Christmas to Bangkok Suvarnabhumi Airport with a festive two-month Grey Goose promotion in two in-store locations.