Dufry
Group at Melbourne International Airport partnered with Grey Goose vodka in
July to launch the departure store’s first drinks brand takeover of its new bar
concept.
Brand
owner Bacardi chose Dufry’s new-generation store in the revamped Terminal 2 as a key international location for the brand,
which is the number one super-premium vodka and category leader in global
travel retail (source: IWSR 2017).
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| The Grey Goose digital campaign at Melbourne Airport |
Set
against a huge digital screen backdrop showing
the brand’s new above-the-line campaign, the cocktail experience was more akin
to bars in Melbourne’s Central Business District than to an airport store, Bacardi said.
A
copper plate-fronted geometric bar design created an ultra-stylish setting for
cocktail lovers to enjoy a Grey Goose Le Grand Fizz or Espresso Martini, one of
Australia’s most popular cocktails in 2017.
Grey
Goose also dominated the ceiling-height LED screens around the spirits
department.
In
front of the bar, additional eye-catching props told the story of Grey Goose
and its authentic French heritage with a classic pannier style bicycle and the
chance to enjoy a game of La Petite Pétanque. Point of sale merchandise included
top-tip cards offering an insider’s guide to Melbourne’s cocktail scene.
Compelling brand immersion
Vinay Golikeri, Regional Director, Asia Pacific & Middle East Africa, Bacardi Global
Travel Retail, said: “The
new-generation store of Dufry in Melbourne is spectacular and the technology is
state-of-the-art. We’re excited that Grey Goose is the first drinks brand to
leverage the incredible brand visibility of the space and create a
super-premium bar environment, maximizing consumer engagement with the luxury
positioning of Grey Goose.”
He
continued: “Working closely with our Australia domestic market colleagues, this
Grey Goose campaign is a great example of engaging consumers with a compelling
brand immersion that seamlessly connects them on their travels with the best
experiences of Australia’s cultural capital.”
Ken
Tse, General Manager Australia, Dufry Group, added: “Creating a luxurious sense
of place is an important element of our new Melbourne store, and we especially
wanted the bar to be an iconic and memorable final outpost for the city. Having a category-leading, ambitious global
brand like Grey Goose as our launch partner is a fantastic and elegant pairing
and one that our customers are responding to enthusiastically.”
