Bacardi-owned Bombay Sapphire has partnered with Heinemann Australia and Sydney Airport for the launch of an “avant-garde” summer pop up.
A 360° immersive experience inside the Terminal 1 Heinemann Tax & Duty Free store (after security) invites travellers to explore the Bombay Sapphire story and create their own cocktails.
The ‘Stir Creativity’ pop-up also celebrates the latest Bombay Sapphire launch, the limited edition English Estate. The gin launched in June 2019 and aims to capture the essence of the English countryside that surrounds Bombay Sapphire distillery’s at Laverstoke Mill.
Signposts on the approach to the Heinemann store point travellers to a neon glasshouse, which was created as a contemporary re-interpretation of the glasshouse at the Laverstoke Mill distillery.
Inside, a display of cascading vapour droplets highlight the aromas of the botanicals used in the Bombay Sapphire recipe. Further on, vapour diffuses from a botanical fountain to the sound of streaming water.
The experience concludes with the chance to create a cocktail, including guided samplings. A choice of aroma profiles are dispensed from vapour taps to add the finishing touch. Local Sydney bartenders will be present on some days to offer recipe ideas that can be downloaded using a QR code.
Bombay Sapphire said the ‘Stir Creativity’ experience also engages with passengers throughout the travel journey at multiple touchpoints. The brand has collaborated with social media influencers, while digital displays feature on key transport routes into and out of the airport. Campaign branding has also been located on laptop trays in the airport security zone and dynamic digital screens have been strategically positioned in the departures lounge.
The campaign continues in airport bars and the airport’s AMEX lounge, which features a special focus on Bombay Sapphire cocktails.
The pop-up launched on 9 November and runs until 6 January 2020.
Bacardi Global Travel Retail Regional Director Asia Pacific Gaurav Joshi commented: “Bombay Sapphire is a significant beacon for the gin category and we are accelerating performance for our retail customers with original and immersive campaigns like this.
“The campaign hits key sweet-spots on the extended airport journey, enabling us to leverage our relationship with existing Bombay Sapphire lovers from the Australia domestic market as well as stimulating curiosity and brand trial to drive the rate of spontaneous purchases.”
Heinemann Australia Managing Director Richard Goodman said: “We are passionate about giving our passengers a positive airport experience. This is such a colourful and appealing summer campaign and we are thrilled to partner with Bombay Sapphire – a leading brand in the gin category and one of the most popular brands in Australia – with such an innovative and engaging retail theatre that I am confident will drive sales.”
Original source - The Moodie Davitt Report