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Revving up the presence: Martini’s recognisable colours adorned the promotion area |
Bacardi Global Travel Retail partnered with SEA Group, operators of Milan Airport, and IGPDecaux to execute a Formula 1 themed Martini activation during September at Milan Malpensa’s Terminal 1.
Milan Malpensa, the main hub for the 125,000 motor racing fans who attended the Italian Grand Prix on 6 September, provided a concentrated target audience which was well matched to the strong luxury lifestyle image of Martini, noted Bacardi.
The focus of the promotion was an eye-catching Williams Martini Racing car, positioned in the main Departures passenger route at the entrance into the main retail area. The activation also featured a branded Martini sampling bar which offered Martini Prosecco and Martini Asti. The brand’s iconic colours, which have been closely associated with motor racing for almost half a century, decorated the promotion area.
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The Martini branded bar served up Martini Prosecco and Martini Asti |
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Bacardi Global Travel Retail Marketing Manager Rum Ian Rollason commented: “This activation expressed the powerful synergies that exist between two powerful brands, Martini and Williams Martini Racing, particularly in their shared global appeal and their mutual resonance with a modern luxury lifestyle. We exploited a fantastic position in a location with high traffic volumes and the stunning car stopped people in their tracks, enabling our brand ambassadors to engage directly with them, creating a unique and memorable experience of their time at Malpensa.”
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As reported, Martini returned to motor racing sponsorship last year as principal partner of Williams Martini Racing.
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Stopping people in their tracks: the racing car created huge interest from travellers |
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