In the first of its kind at the airport, located in one of the world's trendiest destinations, Bacardi invited travellers to step inside a giant snow-globe. They were given a selfie opportunity to share the fun with friends, via instant printing into a seasonal greetings card or to share digitally as an animated gif.
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| Inside Bacardi's giant snow-globe at Toronto Pearson Airport |
Strong visual impact
Cocktail sampling of Grey Goose Le Fizz at the Alpine
chalet-themed bar delivered a double-digit conversion
uplift in sales of the Grey Goose range versus the same period in 2016. The campaign reached more than 340,000 travellers, delivered over 100,000 Snapchat
impressions via a personalised Snapchat filter, sampled over 15,000 Le Fizz
cocktails, with almost 5,000 selfies taken via Sharingbox.
Geoff Biggs, Regional Director Americas, Bacardi Global
Travel Retail, said: “We’re really pleased with the results from Toronto
Pearson Airport; we set the bar high, challenging ourselves to create something
to go beyond brilliant engagement and entertainment for travellers that would
drive a noticeable upturn in conversion. The strong visual impact of the Grey
Goose Winter Wonderland caught people’s eye to come and explore the distinct
seasonal atmosphere, enjoy a cocktail in the Alpine bar and create their own
photo moment in the snow-globe."
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| Travellers taking selfies at the airport |
Bacardi welcomes the Year of the Dog
In other news, Bacardi’s travel retail team is helping shoppers celebrate the
Year of the Dog for Chinese New Year 2018 at 10 airport and railway locations
in Asia Pacific in January and February, with a focus on Dewar’s
premium Scotch, Baron Otard Cognac and a limited-edition Benedictine Dom gift
tin.
The campaign includes prize draw incentives with the
purchase of specific products in different locations. Shoppers are given a scratch card which
reveals their prize from a range. They include: an Apple iPhone 8, Grey Goose vodka
5cl and 20cl bottles, Benedictine Dom 5cl, Dewar’s 12yo 5cl, and Bacardi branded
playing cards.
The 10 locations in the campaign are: Singapore Changi – DFS;
Haikou – China Duty Free Group; Hong Kong Border Lo Wu – Anway; Hong Kong
Border Lok Ma Chau – Anway; Kuala Lumpur - Eraman and Heinemann Malaysia; Lo Wu – Shenzhen Duty Free; Shenzhen Airport – Shenzhen Duty
Free; Sydney – Gebr Heinemann; Taipei - Tasa Meng; and Zhuhai – Zhuhai Duty
Free.
