To mark the international fashion show season, Bacardi created
a series of fashionable activities with leading French travel retailer Aelia
at its Paris and Rome airport stores.
Bombay Sapphire, the drinks maker’s best-selling premium gin brand,
collaborated with British fashion designer Holly Fulton on a special-edition
luxury gift set featuring a unisex scarf. The scarf incorporates the designer’s graphic
embellishments and playful twists, which were again reflected in the vibrant
point-of-sale centrepiece. Sales staff also modelled the scarf in the stores. The gift box is decorated with a striking design inspired by the distinctive shape of the Bombay Sapphire bottle.
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| This Bombay Sapphire gift set includes a Holly Fulton-designed scarf |
Sandrine Verrecchia-Godin, liquor senior buyer at Aelia, part of LS travel retail, said: “Backed by the category-leading appeal of
the Bombay Sapphire brand, the Holly Fulton activations provide eye-catching
theatre for the traveller. We are confident that the on-trend limited-edition scarf will encourage stronger conversion in our Paris
and Rome stores.”
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| Bombay Sapphire's stylish airport store promotion |
Aude Rocourt, regional director Europe at Bacardi Global
Travel Retail, enthused: “Bombay Sapphire is such an exciting brand around which
to innovate on the lifestyle appeal of the brand personality and the visual
impact in-store is certainly exceptional, emphasised by the added connection
with the key fashion season in Europe, amplifying the appeal both as a
self-treat and as a gifting option.”
The promotion ran from late January to mid-February.
