Diageo, Dubai Duty Free and Dubai Airports create summer campaign

The Dubai promotion was created around Diageo’s core portfolio

UAE. Diageo, Dubai Duty Free and Dubai Airports teamed up earlier in the summer to create a new campaign, “˜Summer Spirits 2011′, featuring high profile concourse activations and two pop-up stores, to drive footfall and penetration in the liquor category.

In-store branding adjacent to the products on shelf carried the call to action, “Why not Take Your Spirits Away Too?”

Running throughout June and July the campaign showcased Smirnoff, Gordon’s, Captain Morgan, J&B, Baileys and Pimm’s.

The concourse activation in Terminal 1 was said to be “an eye-catching iconic summer set”, featuring a tropical Tiki bar and other beach props such as vintage-style suitcases, deckchairs and surfboards. The second smaller activation in Terminal 3 followed the same theme.

Passengers could pick-up promotional recipe cards and also buy any two bottles of the products and receive a -10% discount off the retail price. The promotion offered the opportunity to take consumers on a journey designed to educate them on the products and brands available and also to enhance their retail experience at the airport.

The campaign drove awareness among travellers by being brought out onto the concourse

Hilary Maguire, Marketing Manager MENA at Diageo GTME said: “Dubai Duty Free has been a great partner for us on this initiative – we share similar ambitions to create excitement for passengers with campaigns that resonate with their purchase motivations. DDF enabled us to position large-scale branding at key vantage points around the departures lounge – outside the main store, next to the escalator and on the walkways.

“The visibility was therefore extremely high and shoppers responded well. This activation demonstrates our intention to reach people at multiple touch points throughout their journey and to build on consumers’ emotional connections with the “˜first drink of the holiday.”

Sharon Beecham, Purchasing & Vendor Support at Dubai Duty Free added: “The Diageo summer season concept of mix-ability using different categories that have compatibility with each other has appealed to various passengers across nationalities and age groups which is a success in itself. Offering a breadth of choice with value off mechanics helps give customers reasons to justify buying more and helps the operators increase volume and transaction value. The promotion was successful at Dubai Duty Free and we think it could work equally well with a winter theme.”

The “˜Summer Spirits’ promotional driver is now in its third year, with the partners saying it has produced “sustained success” in increasing conversion among consumers.

Diageo: “This activation demonstrates our intention to reach people at multiple touch points throughout their journey”

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