The combination of Martini glamour and the thrill of formula one racing underpinned Bacardi Global Travel Retail’s latest promotion at Milan Malpensa Airport in Italy.
A full-scale Williams Martini Racing show car and Martini tasting bar were prominently located in the main Terminal 1 departures walkway throughout September.
Bacardi Global Travel Retail partnered with SEA Group, IGPDecaux and Dufry for the activation, which coincided with the 2017 Italian Formula One Grand Prix at Monza.
The activation highlighted Martini’s latest global above-the-line film campaign, which reflects the Italian spirit of ‘Gioia di Vivere’ (‘joy of living’).
A sampling bar offered a choice of three classic Martini serves
Large digital screens shared the latest Martini global campaign videos and shoppers could use a photo booth to create instant images of themselves alongside the show car. The images came with a personalised number that could be checked in-store for the chance to win instant prizes, which included branded Williams Martini Racing lanyards and key rings.
Inside the Dufry duty free store, the Martini Terrazza styled sampling bar offered a choice of three classic Martini serves: Martini Bianco and tonic, Martini Rosso and tonic, and prosecco on ice. Cocktail recipe cards were also handed out to travellers.
Passengers could also pose on a winners’ podium complete with racing props such as branded race helmets and the winner’s traditional green laurel wreath. Photos could be uploaded to social media using the hashtags #MartiniRacing and #PlayWithTime.
Travellers were invited to share images on social media
Bacardi Global Travel Retail Regional Director Europe Aude Bourdier-Rocourt said the Formula One-inspired experience helped consumers “engage with the key intrinsics of the Martini lifestyle and its long-standing association with the Williams Martini team, the glamour and action of the track”. She noted: “The aperitivo message links well and we are extremely pleased with the uplift in sales across the Martini range.”
Dufry Global Head of Liquor David de Miguel commented: “This is one of the most popular shopper campaigns at Malpensa. The full-size car is a clever approach to maximising attention, perfectly complemented in-store with an inviting bar and sampling opportunities. Our customers loved it and we are delighted with the engagement and impact on sales.”
A winning formula: Passengers could pose for a photo on the podium
