UK. Campari Group Global Travel Retail (GTR) has partnered with Avolta to unveil an engaging two-month activation for Espolòn Tequila in the World Duty Free store at London Gatwick Airport.
Positioned in a high-visibility area in Departures, the campaign launched on 31 October to offer a compelling mix of cultural immersion and premium product experiences.
Travellers can enjoy guided tastings of Espolòn Tequila’s Blanco and Reposado expressions led by trained Brand Ambassadors. The pop-up also offers gifts with purchase, including Espolòn Tequila t-shirts.
Additionally, Club Avolta members receive extra benefits by presenting their loyalty app in-store when purchasing Espolòn Tequila products.
The animation is supported by 360° digital campaign, developed in collaboration with Avolta. It features engaging touchpoints across the traveller journey culminating at the World Duty Free in-store pop-up.
This includes targeted advertising, social media content and a dedicated landing page on the World Duty Free Reserve & Collect website, where travellers can pre-order a bottle of Espolòn Tequila before they arrive at the airport.
A dedicated landing page offers exclusive cocktail recipes, inviting customers to recreate authentic Mexican concoctions at home.
From 31 October to 3 November, the activation featured a Día de los Muertos (Day of the Dead) celebration, underlining Espolòn Tequila’s Mexican roots. Brand ambassadors in traditional skull facepaint paid homage to the cultural significance of the tradition, an important date in the Mexican calendar when families pay tribute to their ancestors on 1 and 2 November.
Campari Group Marketing and Channel & Customer Marketing Director of Global Travel Retail Biancamaria Sansone said: “Espolòn, an exceptional tequila with a democratic soul, embodies the Group’s global travel retail mission of connecting travellers with a world of cultural experiences imagined by Campari Group brands.
“As Día de los Muertos grows in recognition in the UK, we embrace this opportunity to honour this vibrant tradition with a special initiative during our activation.”
Espolòn Tequila, crafted in the Los Altos region of Jalisco, celebrates Mexican traditions with a bold and modern twist. Its striking bottle design, inspired by the artwork of renowned Mexican artist José Guadalupe Posada, reflects the brand’s vibrant personality.
Through this activation, travellers are invited to experience the essence of Mexico’s rich heritage while sampling Espolòn’s distinctive Blanco and Reposado expressions. ✈
