Bacardi Global Travel Retail has partnered with Gebr Heinemann and Aelia Duty Free for a Bombay Sapphire campaign that “inspires creative self-expression”.
The campaigns are running simultaneously at Amsterdam Schiphol and Auckland airports during March and April. The partners said they were particularly targeting Millennial consumers.
The premium gin experience at the heart of the campaigns features a design inspired by Thomas Heatherwick’s glasshouse at Laverstoke Mill in Hampshire, England – the home of Bombay Sapphire production.
Consumers are being invited into a multi-sensory experience in the concourse of Lounge 2 at Schiphol and in the Aelia store at Auckland. As they enter the replica glasshouse, bird song and running water sounds play to mimic the rural scene surrounding the Bombay Sapphire distillery.
Passengers interact with scented vapour droplets floating through the air, releasing notes of citrus, floral and spice. These represent the spirit’s flavour profile. Brand promoters are on hand to offer a range of gin and tonic serves.
At the end of the Schiphol experience, passengers are encouraged to walk to the entrance of the Heinemann store. There, a large digital screen displays a promotional Bombay Sapphire animation. The Bombay Sapphire message is further transmitted via a branded gondola at the store entrance.
Bacardi Global Travel Retail is also collaborating with two of Schiphol’s airport bars for an on-trade expression of the campaign. Frames and Kebaya will allow consumers to create their own Bombay Sapphire-based serve.
In Auckland, the Aelia store features digital screen imagery taking consumers on a journey through the Bombay Sapphire distillery. A free-standing unit features vapour droplet technology, before passengers are encouraged to enter the glasshouse-inspired structure.
GWPs are available at both locations. These are a sapphire-shaped ice-cube tray (offered free with any purchase of Bombay Sapphire) and a pair of jewelled cocktail stirrers (offered free with Star of Bombay purchases).
Scented bookmarks offering ideas for botanical flavoured recipes are also available for all passengers.
“At Schiphol Airport Retail we want to create experiences that our passengers love and that enable them to engage and enjoy the brands we sell,” said Schiphol Airport Retail Managing Director Simon Asmus.
“We are thrilled with the stunning experience Bombay Sapphire has delivered. It’s the first time we have seen passengers approaching promoters, rather than the other way around. We have already seen a significant increase in brand sales and passengers saying they would love to return to enjoy such an experience again in future.”
Aelia Senior Category Manager for Liquor, Wine and Tobacco Steve Stothard said: “I am very impressed with this activation. All elements look amazing. Feedback from store has been exceptionally positive. It generates a high level of passenger interest from the walkway and they then enjoy engaging with the activation.”
Bacardi Global Travel Retail Managing Director Mike Birch commented: “We want to inspire shoppers to create their perfect gin and tonic and there’s plenty of evidence this is working. Its unique versatility and the ability to inspire creativity makes Bombay Sapphire the ideal gin to motivate airport shoppers to personalise how they create this iconic cocktail.
“Our scented vapour bubbles are disrupting the passenger journey and actively engaging them in a fun way with the botanical flavours of the premium gin. This engagement is converting to purchase and has already encouraged hundreds of passengers to share their experience on their social networks.”
