Grey Goose French Riviera activation proves social media hit

Social media has helped Bacardi-owned vodka brand Grey Goose reach almost 150,000 people with its latest travel retail activation.

The Grey Goose activation at JFK reached almost 150,000 people

The premium vodka brand transformed JFK Airport terminal four into the French Riviera for the activation, which gained more than 140,000 Snapchat impressions.

The summer Vive La Riviera campaign directly reached almost 30,000 shoppers, with 20% of those engaged sampling the spirit.

With a high-profile site at the entrance of the DFS store in New York’s John F Kennedy International Airport, the activation greeted travellers with a Grey Goose pop-up that was designed to reflect the Mediterranean Sea, with a Grey Goose French-style bicycle and Provençal-inspired market carts.

Geoff Biggs, director Americas for Bacardi Global Travel Retail, said: “Grey Goose and summer cocktails are great partners, whether that’s on vacation or for sophisticated entertaining at home with friends with your own Riviera-inspired cocktails.

“We brought to life the French heritage of the brand, inspiring shoppers with the ease of making a Grey Goose vodka cocktail and the added luxury it brings to any summer drinking occasion.”

As part of the activation, retail ambassadors offered travellers the chance to sample Grey Goose Le Grand Fizz cocktails, which were served from a retro-inspired ice-cream bar.

Brooke Supernaw, DFS Group senior vice president spirits, wine, tobacco, food and gifts, said: “This summer campaign from Grey Goose is a refreshing contrast to the heat of the city and sets a perfect tone for travellers heading to overseas destinations from terminal four at JFK, including Paris.

“At DFS, we always aim to provide our travelling customers with something new and exciting to enhance their journey, and the theatrical elements of this campaign worked well to attract and delight them.”