Grey Goose sees ‘Extraordinary’ sales upliftBy Kristiane Sherry
An immersive ‘Gift of the Extraordinary’ Grey Goose activation at Dubai International Airport over the 2016/17 festive season resulted in a double-digit sales uplift for the brand, Bacardi Global Travel Retail (GTR) has reported.
The brand’s ‘largest ever’ campaign of its kind was held at Terminal 1 Concourse D throughout December and January in partnership with Dubai Duty Free.
More than seven million passengers travelled through the airport during the activation, which spanned multi-media messaging and gift-wrapping services, in addition to the interactive Grey Goose zone.
The result was a “high double-digit” sales increase with Dubai Duty Free compared to the same period in December 2015.
“We set out with a massive ambition for this campaign, our largest yet for Grey Goose in travel retail,” said Vinay Golikeri, regional director Asia Pacific and Middle East Africa, Bacardi GTR.
“The question of how to increase penetration and basket spend, along with delivering brand equity growth, is a perpetual issue for the travel retail industry and so we were obsessive in planning how best to unlock the unique opportunity we had.
“An internationally loved global brand, a key point on the retail calendar, a stunning airport and world-class retail were the perfect combination to ensure tremendous results for everyone involved. For Grey Goose the brand has also attracted new fans and its brand reputation on the global stage has been further boosted.”
Saba Tahir, senior vice president purchasing, Dubai Duty Free, added: “Dubai Duty Free had our busiest festive trading period yet and, beyond question, Grey Goose played a significant role in driving additional sales through a highly relevant seasonal campaign. Grey Goose is an important and popular brand for us and we’re delighted to have partnered in this significant campaign that was perfectly pitched for our shoppers.”