Bacardi partnered with Dufry/World Duty Free Group to stage
a three-week Williams Martini Racing promotion for Martini at Barcelona Airport centred on the Spanish Grand Prix on May 15. More than 165,000 motor racing
fans descended on the city for the race weekend.
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| Off-track lifestyle: The Williams Martini Racing promotion at Barcelona Airport |
Strong visual attraction
Prominently positioned in the main store in Terminal 1 with
a branded video screen backdrop was a replica Williams Martini Racing car. A Martini branded sampling bar offered the chance to sample
a Martini Bianco and tonic, Martini Rosso and tonic or a classic Martini Prosecco
served in a flute glass. The purchase of any Martini bottle was rewarded with a
limited-edition set of headphones.
Martini returned to motor racing sponsorship in 2014 as
principal partner of Williams Martini Racing.
Aude Rocourt, Regional Director Europe and MEA at Bacardi
Global Travel Retail, said: “Martini knows that racing isn’t just about what
happens on the track, it’s about a lifestyle off the track and this was a
perfect time for us to reach our target audience at Barcelona with a branded
activity with a very strong visual attraction to draw passengers into the
store.”
Martini is the number one selling sparkling wine in global
travel retail.
