GERMANY. Gebr Heinemann is staging a “Welcome to Hamburg” promotion throughout September and October at the city’s international airport.
The aim, the German travel retailer said, is to bring a “special feeling” to Hamburg Airport. Activities will tie in with the things that make Hamburg famous, such as its harbour, its Reeperbahn entertainment district and its reputation for musicals.
The promotional campaign kicked off with a flash mob dancing to music from Flashdance, the musical based on the cult 1980s film of the same name, which is currently on tour in Germany. A group of 20 performers surprised travellers when they danced across the airport plaza to Heinemann’s main duty free store.
The dancers also distributed flyers with information on its customer bonus programme, Heinemann & Me. Members of the programme are being given a chance to win exclusive ticket packages for Flashdance in the Mehr! Theater at Hamburg – including a Champagne reception and an opportunity to meet the cast.
Heimemann & Me members can also win tickets to a concert by Hamburg rock musician Udo Lindenberg, including accommodation for one night in the Hotel Westin Grand at the Elbphilharmonie. They can also benefit from discounts on the entire Heinemann range, as well as extra loyalty points and further bonuses during the campaign period.
In Heinemann’s main shop, Hamburg’s famous harbour is honoured with decorations including thick ships’ ropes and red-and-white life buoys.
Heinemann Duty Free is also presenting a Gin Sul promotion throughout the campaign period. The handcrafted gin, which has Portuguese roots, is manufactured in a small Hamburg distillery. Travellers can take part in tasting sessions and buy a travel retail-exclusive limited edition.
Other regional products such as Kemm’ sche Kuchen (a traditional hanseatic cookie) or Helbing Kümmel (a kümmel liqueur made in the Hanseatic tradition of distilling for almost 180 years) can be found on promotional displays designed to look like shipping containers.
Meanwhile, the wine area in Heinemann Duty Free echoes the architecture of the historic Speicherstadt warehouse district, with presentation displays sporting a brickwork look. In the children’s area there are nods to the Dom fair held in Hamburg each year, while the gifting area pays homage to the St. Pauli and Reeperbahn entertainment district.