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Passengers at Changi T3 are being invited to dress up in masquerade party outfits as part of the Absolut vodka promotion |
EUROPE/ASIA. Pernod Ricard Travel Retail has launched a new seasonal gift pack along with a series of creative promotions for its leading premium vodka brand, Absolut.
The gift pack – carrying the marketing tagline “˜In an Absolut World Every Night is a Masquerade’ – was initially launched in September 2008 at London Heathrow Airport and will continue to be rolled out across Europe and Asia until January 2009 with a variety of in-store theatre, displays and consumer events.
Throughout November and December, Pernod Ricard has been holding on-airport promotions with Gebr Heinemann in Istanbul, Copenhagen, Oslo and Frankfurt; Nuance in Zurich; Aldeasa at Barcelona; and Aelia in Paris.
At each destination, the gift pack is displayed on highly visible podiums, and hostesses in full masquerade attire appear in-store to raise awareness and encourage sales.
In addition, a number of these European airports will also run individual activities, such as opportunities for customers to dress up in masquerade regalia at Istanbul, to Absolut tastings in Frankfurt, Zurich and Paris.
“We are very happy to launch the new seasonal gift pack as our first major activity on Absolut in European travel retail since acquiring the brand,” enthused Pernod Ricard Travel Retail Europe Head of Marketing John Smailes. “We feel that this campaign is another impressive example of the type of innovative creative concept that Absolut have implemented so well in the past.
“By ensuring impactful executions in key locations, we are confident that the new gift pack will continue to excite the travelling consumer in European airports,” he said.
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Absolut vodka ‘Mix-it-bars’ are open daily at Singapore Changi Airport for cocktail tastings |
The Asian roll-out of the new gift pack began at Singapore Changi Airport on 1 November.
Promotions in DFS stores and on the concourse of T3 will continue until mid-January 2009, including ‘Mix-it-bars’ open daily for tastings of cocktails and a gwp of an Absolut flavour miniature with every bottle of the new gift pack purchased.
To boost sales, travellers are also being encouraged to interact with the brand in different ways:
• Passengers in Changi T3 are being invited to dress up in masquerade party outfits and pose for an instant photo, which they receive as a keepsake along with a limited-edition keyring.
• Every Wednesday night at Changi there is a professional mime artist in masquerade costume and a choreographed act to a lip-synch opera.
• From 28 November, every Friday, Saturday and Sunday evening, a masquerade party is being held on T3’s concourse. Professional dancers perform and invite travellers to take part in the “˜Masquerade Best Dressed Contest’ where participants take to the stage and strike a pose.
The winner of the competition is chosen based on the applause they receive from the audience. Their prize is a set of three Absolut flavour miniatures plus a limited-edition keyring.
“Absolut has once again extended the concept of what a gift pack can offer the consumer,” said Pernod Ricard Asia Duty Free Brand Manager Peggy Siu. “With the aim of inspiring people to embrace their glamorous side, Absolut is taking masquerade into the modern era where the possibilities of being yourself and expressing your personality are more important than ever.”
The promotion will be rolled out across the rest of Asia from the middle of this month.
MORE STORIES ON ABSOLUT
Absolut gift pack shakes, rattles and rolls into Changi – 24/09/08
Pernod Ricard poised to take over Absolut vodka distribution in the key US market – 29/08/08
Pernod Ricard completes V&S acquisition – 24/07/08
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