Bacardi has partnered with Nuance Australia at Sydney Airport to premiere ‘Imagination Unlocked’, a new sensorial engagement programme designed for Bombay Sapphire.
The programme was created to build anticipation for the spring 2014 opening of the new Bombay Sapphire distillery at Laverstoke Mill in Hampshire, England.
In the SYD Tax & Duty Free store at Sydney Airport, consumers who purchase a bottle of Bombay Sapphire will be given a key which unlocks one of five boxes representing the five senses.
Inside each box is a brand-related experience and a gift linked to the respective sense. For example, inside the “˜touch’ box, consumers can feel each of the 10 botanical ingredients used to make Bombay Sapphire, while the “˜hearing’ box contains a set of portable headphones as a gift.
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“˜Imagination Unlocked’ was created to build anticipation for the spring 2014 opening of the new Bombay Sapphire distillery at Laverstoke Mill in Hampshire, England | |
At the heart of the promotional space is a sampling bar where travellers can enjoy freshly prepared cocktails such as Bombay Sapphire & Tonic or Bombay Sapphire Collins. Right next to the bar is a large plasma screen where travellers can take a virtual reality tour of the new Bombay Sapphire distillery using a pair of 3D glasses as they enjoy their cocktails.
“Imagination Unlocked is a programme which engages the senses of those discovering Bombay Sapphire gin,” said Bacardi Global Travel Retail Regional Director for Asia-Pacific Irving Holmes Wong.
“Our goal is to inspire the imaginative thoughts of consumers as the buzz builds ahead of the opening of Laverstoke Mill in 2014. We’re now achieving this goal and we’re building awareness of the brand’s extraordinary intrinsic story.”
Nuance Australia CEO Philippe Boyer said: “We are constantly seeking to create unique experiences for our customers. With the spectacular “˜Imagination Unlocked’ programme, Bacardi is yet again delivering an exciting piece of in-store theatre which engages directly with our customers, successfully driving penetration in our SYD Tax & Duty Free store.”
Bombay Sapphire “˜Imagination Unlocked’ will be running at Sydney Airport until the middle of December.
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The sampling bar features a large plasma screen where travellers can take a tour of the new Bombay Sapphire distillery using a pair of 3D glasses as they enjoy their cocktails |
