UK. Diageo Global Travel has created an immersive passenger activation titled Lounge 0.0%, which will run at Heathrow Airport Terminal 5 this Summer. The activation is live in the World Duty Free store until the end of July.
The installation is the latest initiative from alcohol-free spirit Tanqueray 0.0%, now available in travel retail. It is designed to challenge passengers to test their DrinkiQ, empowering them with the knowledge to make positive drinking choices, said the brand owner.
Lounge 0.0% is open for all, with passengers greeted by a dedicated flight assistant who will guide them through their ‘Positive Drinking’ journey.
On arrival passengers are offered a bespoke boarding pass inviting them to scan a QR code leading them to the DrinkiQ quiz. Passengers are then directed to the Lounge 0.0% pop-up bar to complete the short quiz on their mobile devices. Another option is to complete the quiz using the dedicated iPads installed on the bar top. Once completed, passengers can show off their quiz score to enjoy a sample of Tanqueray 0.0%.
After their sample of Tanqueray 0.0%, passengers are gifted a bespoke reusable water bottle, encouraging them to stay hydrated with H20 throughout their travels. The water bottle also features the QR code to the DrinkiQ quiz, so passengers can attempt to beat their best score or challenge family and friends.
When departing Lounge 0.0%, passengers can capture their experience in the custom photo wall. Travellers can select a holiday backdrop, take a selfie before sharing on their socials using #AHolidayToRemember
Diageo Global Travel Marketing and Innovation Director Dafydd Pugh Williams said: “It’s incredibly exciting to announce the opening of Lounge 0.0%. At Diageo, we want to change the way the world interacts with alcohol for the better by celebrating moderation.
“Our iconic brands are best enjoyed responsibly, and this is why we have committed to reaching 1 billion alcohol consumers from across the globe with positive drinking messages by 2030.
“Thanks to our collaboration with partners World Duty Free and Heathrow Airport, this activation will help us achieve this goal, as we engage with passengers pre-flight, capitalising on their dwell time and driving completion of the DrinkiQ quiz.
“Our hope for Lounge 0.0% is that we can inspire and educate travellers as they embark on their journey, for many perhaps their first holiday since the pandemic, to choose balanced choices and make it a holiday to remember.”
World Duty Free Category Manager for Liquor Paul Martin added: “Diageo is a key partner for us and we are delighted to be able to support their latest campaign activation in our World Duty Free store in Heathrow Terminal 5. As a leading travel retailer, we are committed to helping our customers drink responsibly and with the creation of Lounge 0.0% and an engaging quiz concept, Diageo has introduced an innovative way to remind travellers of the importance of responsible alcohol consumption.”
Heathrow Airport Retail & Property Director Fraser Brown said: “Heathrow takes a proactive approach in promoting responsible drinking and maintaining a safe and enjoyable environment for all as part of our continued commitment through the One Too Many campaign. We’re delighted to partner with Diageo and World Duty Free to bring these brand new immersive experiences to the airport, and to remind our passengers of the importance of always remaining fit to fly for a trip to remember.”
