Passengers travelling through London Gatwick airport can embark
on a gin journey with Pernod Ricard-owned Beefeater Gin, which has designed a branded airport takeover in its hometown.
The campaign celebrates the launch of this year’s Beefeater Gin limited-edition
#SpiritofLondon bottle, coinciding with travel retailer World Duty Free Group’s
Best of British Summer promotional campaign.
The gin journey
begins in World Duty Free’s store in the departure lounge, where a Mini car is on display in a vibrant and dynamic space.
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| The Beefeater gin-filled Mini on display at World Duty Free's store |
Travellers
are also encouraged to take their Beefeater Gin experience online, uploading
their photos to Instagram using #spiritoflondon. In addition, passengers can use their Instagram profiles and
#spiritoflondon to upload and share a picture of the Beefeater space which is
then posted onto an interactive Instagram wall in the World Duty Free store. Their photo can be printed as a Polaroid to go in their
#spiritoflondon souvenir alongside a gin cocktail book and guide to the brand's London distillery.
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| Images posted on the Instagram wall |
The high-impact store space has London-inspired branded
display units, echoing the design of the limited-edition bottle and depicting
the contrast between the rich history and contemporary touches of the UK capital.
Immersive elements of the experience include complimentary cocktail samples and
a specially selected Beefeater Gin Best of British playlist which provides the
soundtrack for passengers in-store and throughout the airport.
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| Beefeater gin's limited-edition #SpiritofLondon bottle |
Sue Gosling, head of global experiential marketing and creative
solutions at World Duty Free Group, said: “This is one of the first, holistic
brand experiences that fully utilises the suite of digital opportunities that
come with our ‘Contentainment’ collaborations. Innovative, experiential activities
like this bring such energy to the retail space and this creative interaction
and passenger engagement (both online and offline) really helps drive footfall.”
Nigel Sandals, liquor category manager UK at World Duty Free
Group, added: “This limited-edition, Spirit of London bottle has already been
well received in-store with passengers. With an exciting design that perfectly
epitomises the Best of British, it is a real collectors’ piece and we look
forward to seeing some great sales results.”
Adriana Perez, assistant brand manager for Beefeater, said: “As the UK and Spain are the two of the largest Beefeater markets globally, we decided to inject the heart of the Beefeater brand to Gatwick airport, the primary hub for travellers of both nationalities. We’re excited to launch this year’s limited edition Spirit of London not only with our bold in-airport offering, but also through our engaging social media activity. It means passengers can savour the gin they love in an entertaining space but also get to know the brand more and keep interacting with us even after they’ve left the airport.”
The Beefeater takeover runs until September 2. Follow
@Beefeaterginexperience on Instagram and @BeefeaterLondon on Twitter to see the
experience come to life.
