Bombay Sapphire ‘inspires creativity’ with GTR activation

29th November, 2018 by Owen Bellwood

Bacardi Global Travel Retail hopes to “stir creativity” among travellers passing through Melbourne Airport with the launch of a new activation for Bombay Sapphire Gin.

Bombay Sapphire’s Melbourne activation is part of its Stir Creativity campaign

The airport pop-up is part of Bombay Sapphire’s Stir Creativity campaign, which invites travellers to discover the inspiration behind the gin brand.

The month-long campaign aims to build the brand’s connection with travellers at four spaces through the departure lounge at Melbourne Airport.

Initially, travellers will be met with signs that ask hHow will you create your perfect Bombay and tonic?’, before encountering a branded teaser space.

In the space, a promotor will be on hand to invite visitors to deconstruct a Bombay and tonic twist with vapour bubbles, spritz atomisers (to introduce travellers to the aromas of different garnishes), and garnish jars that act as teasers for the next stage of the pop-up.

Travellers will then walk through the Bombay Sapphire Pagoda, where they can use shakers to release the aroma of different garnishes and learn the best way to use them. Visitors are also invited to take photos and share them online with the hashtag #StirCreativity.

The final stage is a chance to create a Bombay and tonic at the Mix It Bar. The bar features a flavour station that houses a wide range of tonics and garnishes, which visitors can choose from when creating their own bespoke serve.

On purchasing a bottle of Bombay Sapphire, shoppers will be given a personalised neck tag with their recipe and a gift bag.

Julie Witherden, marketing director at Bacardi Global Travel, said: “We’ve partnered with Dufry and Melbourne Airport to identify the optimal space, adding fun and creativity at key points on the airport journey.

“We’re very happy to see just how enthusiastically consumers are embracing the chance to unleash their creativity and to personalise their perfect Bombay Sapphire and tonic palette.”

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