UK. Premium sunglasses brand Maui Jim has partnered with World Duty Free to run a football-themed animation at Manchester Airport Terminal 2. The pop-up concluded today (31 May).
The animation leveraged the Hawaiian brand’s sporting roots and showcased its exclusive collection with the Manchester United football club. The Manchester United range features 22 bespoke frames which were inspired by the club’s history and heritage.
The pop-up occupied a prime 21sq m spot in World Duty Free’s ‘contentainment’ events space, which saw a significant uplift in passenger traffic over recent weeks, the brand owner said.
The engaging pop-up featured eye-catching displays of Manchester United football stars including Cristiano Ronaldo, Marcus Rashford and Scott McTominay, all wearing their favourite pieces from the collection.
An interactive penalty shootout game, displayed on large-scale digital screens, was one of the stand-out retailtainment features of the pop-up. Travellers were invited to play the game to enter a prize draw and win frames from the Manchester United collection alongside other club prizes.
Staff encouraged customer participation and showcase the collection. Digital advertising, located all over the World Duty Free store, directed passengers to the pop-up.
