HUNGARY. Budapest Airport is set to drive retail at its flagship SkyCourt passenger hall with a scheduled 15 Trinity promotions this year, starting with Szamos Chocolates this month.
Key to these campaigns is the central retail promotions space, which according to the airport has been “tremendously successful”. Last year’s Trinity promotions, in partnership with Heinemann Duty Free, have generated sales growth of over +250% for each product being promoted.
In 2014, the airport will once again shine the spotlight on Hungarian brands, including Royal Tokji Wines, Zwack Unicum, Pick Salami and other fine goods and foods.
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Maserati is the latest brand to take advantage of the retail promotions space in Budapest Airport’s flagship SkyCourt, drawing the crowds with a €100,000 Maserati Ghibli on display |  |
A taste of Hungary: bud:shopping’s Trinity campaign with Heinemann Duty Free and Szamos Chocolates is one of 15 such promotions scheduled for 2014 |
bud:shopping’s latest promotional success, the ‘I Miss You Already’ Valentine’s campaign, was underscored by its popularity on social media platform YouTube.
During the month of February, bud:shopping staff recorded farewell messages from family and friends of passengers in the ‘Kiss n’ Fly’ zone at departures and replayed them on hand-held heart-shaped monitors to their surprised loved ones in the departures retail areas, where they were also presented with a promotional gift. Nearly 10,000 weekly hits were still being recorded on the YouTube video well into mid-March as total views approached 72,000.
Budapest Airport Chief Commercial Officer Kam Jandu, who will lead a delegation to the 23rd ACI Europe Airport Trading Conference & Exhibition in Zürich this week (26-28 March), commented: “While Budapest ranked first among other benchmark airports in the ACI ASQ retail scores (shopping facilities category) in 2013, we fully recognise the importance of continuing to maximise our commercial opportunities and find new ways to generate non-aviation revenues.
“János Bagoly (Head of Commercial Planning & Strategy) and I are looking forward to meeting other key airport retail executives, brands and operators in Zürich – providing us with an opportunity to share knowledge and discuss ideas for the airport’s ambition to continually improve our retail offer.”
Besides a rigorous promotional programme, other recent enhancements to the passenger experience at Budapest Airport include the reopening of the observation terrace and complimentary Wi-Fi throughout departures and arrivals.
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View bud:shopping’s ‘I Miss You Already’ Valentine’s campaign on YouTube |
