Bacardi launched a dynamic Formula 1-themed activation for its Martini sparkling wine brand throughout September at Milan Malpensa airport’s Terminal 1, where a Williams
Martini Racing car enthralled passengers. As the main travel hub for the
125,000 motor racing fans attending the Italian Formula 1 Grand Prix on September
6, Malpensa provided a concentrated target audience for Martini – the number
one selling sparkling wine in global travel retail, according to International
Wine and Spirit Research (IWSR).
 |
| A Williams Martini Racing car at Milan Malpensa airport |
Stopping people in their tracks
The activation for Martini, the principal partner of Williams
Martini Racing, was prominently positioned in the main departures passenger
route, right at the entry into the main retail area, where a branded sampling
bar served Martini Prosecco and Martini Asti.
Ian Rollason, marketing manager rum at Bacardi Global
Travel Retail, said: “This activation expressed the powerful synergies that
exist between two powerful brands, Martini and Williams Martini Racing,
particularly in their shared global appeal and their mutual resonance with a
modern luxury lifestyle. We exploited a fantastic position in a location with
high traffic volumes and the stunning car stopped people in their tracks,
enabling our brand ambassadors to engage directly with them, creating a unique
and memorable experience of their time at Malpensa.”
The longstanding relationship between Martini and
motorsport began in 1968 with the creation of Martini Racing and the brand has
since become synonymous with the glamour of lifestyle events around motor
racing.
The presence of Martini in Milan this summer was also amplified
by the brand’s sponsorship of Milan Expo (May-October 2015), including the
remarkable Terrazza Martini, created by Italian design firm Pininfarina.
