In its first major festive campaign at Bangkok
Suvarnabhumi Airport, Bacardi has partnered with King Power for a two-month
focus on Grey Goose vodka in the run-up to the busy holiday period.
The campaign, which highlights a limited-edition gift pack
depicting the Bangkok skyline, is running in two in-store locations from November
1 to December 31.
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| Grey Goose gets festive at Bangkok Suvarnabhumi Airport |
A team of Grey Goose ambassadors are interacting with
shoppers to encourage conversion across the range, including Grey Goose
Interpreted by Ducasse and Grey Goose VX.
Vinay Golikeri, Regional Director Asia Pacific and Middle
East Africa, Bacardi Global Travel Retail, said: “As the category leader, Grey
Goose has enormous appeal across a wide demographic, and Bangkok Suvarnabhumi
is very attractive space for us to engage with these shoppers. It’s a perfect
time of year for us to engage with shoppers leaving the vibrant city of
Bangkok.
“The bespoke Grey Goose Bangkok limited-edition gift pack
is a global travel retail exclusive which we are proud to launch in partnership
with King Power Thailand. Based on past experience, Grey Goose is proven to
drive sales where it is given the optimal space, range and activation, and we
are very excited about what this campaign will deliver with King Power in
Bangkok.”
Pichai Pitakchaisuk, Executive Vice President of King
Power, added that the popularity of white spirits was growing in the region:
“We are very excited to bring Grey Goose to life in-store at a time when
super-premium vodka is enjoying enormous popularity, thanks in particular to
the growing appeal of cocktails and white spirits in South East Asia.
“It’s very likely that our more discerning shoppers will
have seen Grey Goose on the shelves of Bangkok’s finest cocktail bars and so
there’s an instant synergy with this in-store promotion. Equally, there’s huge
appeal to present this global brand to the growing number of Asian shoppers
embracing the new trend of home cocktail-making.”
Grey Goose is the best-selling vodka brand and the
fastest-growing top five spirit brand in travel retail (source: IWSR 2016).
Next stop Sydney Airport for Bombay Sapphire's virtual reality campaign
In other news, Bacardi has chosen Sydney Airport as the
next destination for its Bombay Sapphire virtual reality shopper campaign,
following its success at London Heathrow Terminal 5 in September.
The campaign seeks to bring to life the gin brand’s home
at Laverstoke Mill in the UK, and educate travellers with a different
experience.
Working in partnership with Gebr Heinemann and taking
prime promotional space in-store, the month-long campaign majors on brand
sampling of “The Ultimate Bombay and Tonic”, together with the virtual reality
experience of a Laverstoke Mill fly-through on Oculus Rift headwear.
As well as providing travellers with recipe instructions
on how to make the perfect gin and tonic at home, tip cards also highlight the
top 10 bars in Sydney to enjoy a Bombay Sapphire and tonic.
In-store ambassadors are offering tasting experiences,
including a 50:50 Star of Bombay and tonic ratio, finished with orange zest, to
showcase the smoothness of the latest gin in the family.
Star of Bombay was recently awarded the London Dry Gin
Trophy 2016 and a Gold Outstanding medal 2016 by the International Wine &
Spirits Competition.
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| A passenger at Sydney Airport experiences Bombay Sapphire virtual reality |
Elevating the traveller's experience
Vinay Golikeri, Regional Director Asia Pacific and Middle
East Africa at Bacardi Global Travel Retail, said: “Bombay Sapphire enjoys
enormous popularity in Australia and this campaign capitalises on one of the
busiest months of the year at Sydney Airport, enabling us to reach and engage
with Bombay Sapphire fans flying out of the city.
“The virtual reality experience is creating a real buzz
in-store and is a perfect opener for our retail ambassadors to continue the
brand conversation with shoppers as they move on to taste and discover their
ultimate gin and tonic from the Bombay range.”
He added: “The tip cards highlighting top bar venues in
Sydney are part of our strategy to elevate the traveller’s experience by
considering their broader journey.”
Constantin Wiesmann, Managing Director of Heinemann
Australia, said: “We’re delighted to be running another core focus on Bombay
Sapphire, following great success earlier in the year. It’s a very popular
brand with our shoppers and the creative twist in this campaign adds something
new and memorable, helping elevate the shopping experience here at Sydney.”
Gin has seen double-digit growth in Australia – over four
times faster than other spirits – with Bombay Sapphire delivering over one
third of the growth (source: IWSR domestic market report 2015).
