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The joint promotion by Diageo, Lir Chocolates and Dublin Airport Authority took up a colourful space in Terminal 1 |
IRELAND. Drinks giant Diageo, Irish confectioner Lir Chocolates and Dublin Airport Authority (DAA) have teamed up to drive cross-category performance for the liquor and confectionery categories in a major seasonal promotional initiative.
Established in Dublin 35 years ago, Baileys returned to its home city with a seasonal cross-category promotion that partnered all the Baileys flavour variants with Baileys chocolates created by Irish supplier Lir Chocolates.
The colourful, dedicated promotional space was located in the airport’s new Terminal 1 extension, which opened in early 2009 and is the airport’s busiest area.
The promotion included free Baileys Truffles with every litre of Baileys purchased and a combined offer with gift packs. Sales teams from each brand also teamed up to deliver a Baileys’ taste experience for shoppers.
The promotion was the first of its type for Baileys and Lir Chocolates at The Loop shopping mall at Dublin Airport and highlighted Diageo Global Travel and Middle East’s determination to support a shared approach from suppliers, retailers and airports to help drive both the confectionery and liquor categories.
A pioneering move for Dublin Airport
In addition, it was the first time that Dublin Airport has hosted a cross-category promotion.
Dublin Airport Head of Retail Gerry Crawford commented: “The Baileys brand is an iconic presence across the globe but, inevitably, it has a very special resonance for shoppers here at The Loop at Dublin Airport. This cross-category promotion delivered exciting and engaging retail theatre, backed by truly exceptional products, and we were delighted to host it in our fabulous new shopping facility at The Loop.”
Explaining the cross-category approach at Dublin, Diageo GTME Marketing Manager White Spirits, Liqueurs and Rums Caroline Lyons said: “With over 200 million adorers and adopters worldwide, Baileys is the number one liqueur in the world and, as such, provides exceptional sales opportunities. The Lir range not only shares the Baileys’ brand emphasis on crafting an exceptional product from the very finest ingredients but also projects the brand’s powerful appeal as a gifting option for the shopper.”
She continued: “The synergies shared by Baileys Original Irish Cream and Lir Chocolates supported both the liquor category and the confectionery category and delighted the shopper at Dublin with an innovative and exciting cross promotion. In particular, we saw the activity draw additional footfall and conversion to the benefit of both categories, particularly through the unique appeal of Baileys as a Christmas essential.”
Supporting a Trinity partnership approach
Speaking about the Trinity partnership approach, Lyons added: “To fully exploit the exceptional strengths of such an iconic brand as Baileys, travel retail needs more airport authorities to share the supportive and far-sighted approach displayed by the Dublin Airport Authority, particularly in the utilisation of concourse space.”
Lir Managing Director Stephen Cope commented: “The taste of Baileys Original Irish Cream is synonymous with the great flavours of Ireland and we are delighted to offer a new expression of that taste in our product range. At Lir, we are proud to work with the Baileys brand and were confident that the activation would drive additional interest and sales in both categories.”
The promotion was the latest of an extensive series of activities supporting Baileys Original Irish Cream and the three flavour variants over the holiday period. Since the inaugural Baileys’ Visibility Day (held on 19 November), the vibrantly coloured holiday season bows that adorned each bottle have spread across the world and, in total, the Christmas campaign delivered over half a million bows.
Promotional activities were aimed at engaging shoppers with off-shelf visibility in high-traffic areas and seasonal space with gondola end and freestanding displays as well as out-of-store sampling and on-shelf promotional material. The brand was supported by a £60 million ($100 million) global media campaign in domestic markets, the largest campaign ever created for Baileys.
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