UK. Eyewear specialist EssilorLuxottica has come together with Dufry to reveal a World of Tennis pop-up at London Heathrow Airport Terminal 3. The activation showcases Polo Ralph Lauren eyewear inspired by the Wimbledon tennis championship, which ran from 3-16 July.
The immersive pop-up made its debut on 28 June and will remain in place until the end of July. In addition to the digital activation at Heathrow, there are also promotional spaces for World of Tennis at London Stansted Airport.
The campaign’s target audience encompasses summer travellers, as well as those who flew in to attend the Wimbledon tournament. The 360-degree campaign incorporates Dufry’s comprehensive marketing platform, Emotion+, delivering customer engagement through both online and offline promotion.
Polo Ralph Lauren has been the official provider of Wimbledon attire since 2006 and the capsule eyewear collection showcased at the pop-up pays tribute to that partnership. Travellers can reserve and collect orders prior to boarding their flight, while at the same time engaging with the campaign on social media. A digital screen takeover across the terminal network informs passengers about the activation.
Visitors can try on sunglasses in front of an interactive ‘mirror’ that changes the backdrop to a snapshot from the tournament. Each pair of Polo Ralph Lauren sunglasses activates a different Wimbledon background. Travellers can scan the QR code on the screen to share their selfies on social media or save them as GIFs.
EssilorLuxottica Global Travel Retail Director Alessio Crivelli said, “Inspired by the unifying nature of sports, which brings people together and fosters interaction, we embarked on a collaborative journey with our esteemed partners at Dufry.
“Leveraging their powerful Emotion+ offering, our aim was to create an unparalleled and unforgettable experience for travellers, one that reveres tradition, timeless style, sportsmanship, and elegance – values deeply ingrained in both Wimbledon and Polo Ralph Lauren.
“Our campaign seamlessly combines cutting-edge digital innovation with meticulous attention to detail, allowing passengers to be transported to the captivating world of Wimbledon and leaving them with cherished and enduring memories of their encounter with our exquisite Polo Ralph Lauren sunglasses.”
Dufry Global Head of Sunglasses Yigit Durna commented: “We are delighted to have worked on this project with EssilorLuxottica to make this unique and exciting campaign come alive across all of our platforms, in-store and online.
“It is thrilling to be part of many travellers’ Wimbledon experience, hand-in-hand with one of the most prestigious apparel brands of all time – one that has such a special history with the tournament. We very much look forward to welcoming our customers to this experience in-store.” ✈
