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Diageo GTME’s “˜Take Your Summer Spirit With You’ campaign aims to build on last year’s high-profile travel retail summer drive, and to lift levels of penetration and spend through its global brands |
INTERNATIONAL. Diageo Global Travel & Middle East (GTME) has launched its global summer campaign, named “˜Take Your Summer Spirit With You’, which aims to increase footfall and sales in global travel retail.
Running from June through to September, the global through-the-line campaign highlights Diageo’s stable of brands, including Smirnoff, Baileys, Pimm’s, Captain Morgan, Crown Royal, Jose Cuervo and Bell’s. The campaign leans heavily on Diageo’s intensive research programme to build on “consumers’ emotional connections with the first drink of the holiday”.
The campaign incorporates concourse activations, easy serve sampling, promotional recipe cards, strong visuals across advertising as well as value deals (including a beach bag GWP). All this is supported by product imagery and the use of a holiday beach theme to project the summer holiday spirit – including a beach-effect textured floor that guides shoppers to the sampling station.
The campaign has also developed a focus on departure and arrivals messaging, using three different headline formats to target shopper profiles more precisely. The three formats enable the promotion to engage with target shoppers at each stage in consumer travel.
They are:
Outbound airport/Cruise/Border Stores: “˜Take Your Summer Spirit With You’
Inbound airport: “˜Take Your Holiday Spirit With You’
Domestic (MENA only): “˜Pick Up Your Summer Spirit Today’
The brand owner noted the campaign’s “flexible structure and extensive range of support materials,” which enables it to be tailored to the needs of each market. The in-store materials and sampling also emphasise engagement with shoppers. For example, there’s a recipe booklet featuring up to 13 recipes guiding shoppers to make their own summer drinks, including a Smirnoff Moscow Mule, Baileys Frappé and a Jose Cuervo Margarita.
Diageo GTME Marketing Manager White Spirits, Gins and Liqueurs Caroline Lyons said: “The effectiveness of our summer theme was demonstrated by the exceptional performance we delivered last summer. For example at Dubai Duty Free we saw phenomenal double-digit growth in all our brands compared to 2008.
“All our retail partners were extremely positive about the 2009 promotion and helped drive further sales from sites by fine-tuning sales strategies. This year we have adapted our intensive research learnings from that campaign, from both shopper feedback and by listening to our retail partners, to make the 2010 campaign even stronger for shoppers, retailers and our brands.
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The global campaign runs in partnership with leading retailers and across multiple channels |
“With our retail partners, we are looking forward to another scorching summer and, by engaging and delighting the shopper with this colourful and engaging campaign, we will once again drive stronger summer footfall and sales for the whole liquor category.”
The global campaign is operating in partnership with a number of leading retailers and is hosted at a wide range of leading locations across airports, cruise ships and border stores.
Highlights include:
Americas: In North America, the “˜Summer Spirits’ campaign reaches from Canadian border stores, with a number of retailers such as Nuance, to the Mexican border, with Dufry and Aldeasa. It is also driving onboard sales with Starboard.
Europe: Diageo GTME is working with all its main retail partners on the promotion including WDF, Aldeasa and Nuance, by offering price promotions, sampling, in and out of store visibility with the beach bag GWP in selected locations. Key promotional highlights will include travel retail locations in Russia where an unprecedented level of activity compared to previous years will be rolled out, said the company.
MENA: The campaign will have high visibility in duty free locations across the Gulf including Dubai Duty Free, Abu Dhabi Duty Free, Sharjah Duty Free and Qatar Duty Free. The focus of the activity will be on in store activations.
Neck tags using the strap line from the campaign will feature on bottles to help create greater stand out on shelf. Dubai Duty Free will host the return of Lola the VW branded camper van that was a success last year, noted Diageo GTME.
“This year Lola will be having a new paint job; she’ll be re-branded with the new visual and campaign strap line,” said Diageo. “From the van, the promotional team will run non-alcoholic sampling of the Baileys Frappé summer drink.”
The brand owner noted: “The scale and quality of the campaign is a further demonstration of how Diageo GTME is driving executions within the travel retail channel to improve the shopper and consumer experience and drive footfall and sales across the whole liquor category by working in close alignment with its retail partners. The exceptional appeal of the selected leading brands is combined with a strong call to action and arresting displays and aims to help establish liquor as the destination category in travel retail.”
