ITALY. Heinemann Duty Free and Umberto Cesari are running an eye-catching promotion at Bologna Airport through October and November to celebrate one of the Emilia-Romagna region’s leading wine brands.

A one-of-a-kind 5m barrel long was designed for Heinemann Italia and is as high as the ceiling of the Heinemann Duty Free shop at the airport. Inside the barrel passengers find a wine bar tasting area where they can explore Umberto Cesari’s wines.

Heinemann Italia Category Manager Christoph Steenbock said: “Umberto Cesari is our most important local wine brand at Heinemann Duty Free in Bologna and perfectly represents our local footprint in the wine category. We have seen a great deal of attention as well as a tremendous increase in sales from the giant wine barrel installation. We are particularly happy to launch this enticing promotion together with our longstanding partner Umberto Cesari.”

The Umberto Cesari wine estate was founded over 50 years ago and is an ambassador for fine wines from the region. The brand is among the bestsellers at Heinemann Duty Free Bologna and, said Heinemann, is a symbol of the success of local products sold by the retailer.

“It is a great pleasure for us to celebrate with this installation the fruitful collaboration that has been linking us for many years to Heinemann, one of our most important international partners. Knowing the innovative spirit of Heinemann, I am certain that this will be only the first of many surprises that we will reserve for the passengers of Marconi Airport,” said Umberto Cesari Owner Gianmaria Cesari.

The campaign is visible well before travellers reach the store: Bologna Airport is running an advertising campaign highlighting the activation on screens around the landside area.

Bologna Airport Retail & Advertising Business Development Head Nicola Gualandi said: “Bologna Airport is pleased to strengthen the bonds with excellent local producers by celebrating an important partnership that unites one of the main world players in the airport retail sector, Heinemann, with one of the main local excellences in the wine sector, Umberto Cesari.

“This partnership represents an important moment of synthesis of the founding values of the commercial strategy of Bologna Airport: a combination of internationality and local excellence to offer passengers not only a product but also a travel experience. These values are perfectly expressed today through the installation and through the numerous tastings aimed at improving the passenger experience.”

Original source - The Moodie Davitt Report

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