BELGIUM. The launch of Godiva’s limited edition “˜Truffes Dessert’ collection in travel retail in March was underpinned by an innovative promotional event with Belgian Sky Shops at Brussels International Airport.
High visibility played a significant part in the launch. In Terminal B a “˜theatre’ stage showed a dining setting with giant sized Truffes Dessert playing the star role. Above the dining table a revolving chandelier grabbed the attention of passers-by; a flat screen showed a crackling open fire, while the air was filled with music from Mozart.
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Brussels Airport featured a “˜theatre’ stage showing a dining setting with giant-sized Truffes Dessert in the star role |
In Terminal A and B, mock truffle footsteps were installed on the floor between the chocolate counter and the main duty free store. Here the promotion was advertised in the main shop window using giant sized versions of the chocolates, positioned on raised dessert plates with a giant placard announcing “˜dessert anyone?’ Inside the shops, a three-tier round podium displayed the collection.
Additionally, full time sales promoters sampled the collection and supportive advertising ran on the cover of the airport duty free “˜Skydeals’ magazine and on departure/gate screens in both terminals.
The execution of this promotional project was a joint venture between Godiva Europe and the Belgian Sky Shops marketing team.
Godiva Travel Retail Manager North Europe Bettina Van Buynder commented: “Together Belgian Sky Shops and Godiva successfully implemented a highly creative promotional concept within Brussels-Zaventem Airport. Travellers were enticed by the luxurious and relaxing “˜home setting’ placed within a hectic airport environment.
“This unusual approach helped us to draw a great deal of attention to the launch of our limited edition collection. Sales results also met our ambitious objectives, greatly assisted by the Belgian Sky Shops staff who were valuable ambassadors of this collection to shoppers.”
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| The promotion in the main shop window used giant sized versions of the chocolates, positioned on raised dessert plates with a giant placard announcing “˜dessert anyone?’ Inside the shops, a three tier round podium displayed the collection | ||
Belgian Sky Shops Purchasing Manager Hans Darmont added: “The theatre dedicated to the launch of Godiva’s Truffes Dessert at Belgian Sky Shops was very original and highly innovative.
“This terrific installation was a perfect fit to explain the concept and most certainly caught the attention of any passerby. An excellent cooperation between both Godiva’s and Belgian Sky Shops’ teams made the launch of this delicious product a tremendous success.”
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