Aldeasa and Puig team up for marketing drive at Malaga Airport

The ‘flash mob’ dancers put on a surprise show every half hour at Malaga Airport’s new Terminal 3


SPAIN. Leading travel retailer Aldeasa teamed up with Puig Group last week for a novel marketing initiative to drive awareness of the Paco Rabanne 1 Million fragrance brand at Malaga International Airport’s newly opened Terminal 3.

On Friday, 38 dancers – who were disguised to look like passengers and airport personnel – took part in a surprise ‘flash mob’ show every half hour, which was accompanied by electronic music, the soundtrack for Paco Rabanne’s 1 Million fragrance. During each performance, the dancers displayed T-shirts revealing the 1 Million logo.

The 38 dancers sported Paco Rabanne 1 Million T-shirts to raise awareness of the Paco Rabanne fragrance brand


The retailer said: “This unique initiative produced an emotional impact on the customers and allowed Aldeasa and Puig to focus on the younger public, surprising consumers while establishing a link between the brands, art and culture.”

Aldeasa said the newly inaugurated shops in Malaga Airport’s T3 were a good hosting ground for new initiatives. The retailer opened its largest travel retail store in Europe, measuring 2,300sq m, at the new terminal on 15 March. In total the company operates 2,900sq m at T3, with 900sq m dedicated to the beauty category.

Aldeasa Commercial Director Eugenio Andrades said: “The Shop offers the ideal space for suppliers to carry out these joint actions that help transmit their image and promote their brands and products.”

Click on the icon above to access highlights of the ‘flash mob’ show from Aldeasa and Puig


Note: The Moodie Report Publisher Martin Moodie is visiting Malaga Airport’s new T3 today, and will bring you full details of the commercial offer soon, both online and through a special edition of The Moodie Report PLUS, our pdf series dedicated to key airport commercial and retail openings.

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