 | CAMPARI CALENDAR 2007 Salma Hayek checks into Hotel Campari. Read |
ITALY. Italian drinks group Campari is gearing up its promotions in the duty free channel following the unveiling of its 2007 advertising campaign starring Hollywood actress Salma Hayek (click on the left link for earlier story).
Spelling out the importance of the sector to the company’s global Hotel Campari campaign, Campari International Regional Director Pietro Mattioni told The Moodie Report: “This new advertising campaign will be implemented in many markets worldwide as well as duty free, as this channel is the perfect showcase to convey our international message and as duty free is considered by Gruppo Campari as a key priority.”
He added: “We will take the opportunity to use this wonderful tool for all advertising in the media, such as in the specialised duty free press and in the inflight magazines.”
In addition, Mattioni said the company would ‘play’ with this new advertising concept in-store.
“We’ll replace step by step our product campaign with our image campaign starring Salma Hayek on all communication supports we’ll be using next year, like lightboxes, advertising spaces, TV screens, etc. In addition to that, most of our POS tools (posters, banners) of our new promotional activities for next year will be also based on Salma’s campaign,” he said.
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| Left: The newly revamped Campari bottle. Middle and right: The front and back covers of the Campari 2007 calendar. Salma Hayek is portrayed as a femme fatale in the calendar images, shot in Paris by celebrity photographer Mario Testino | ||
Double-digit duty free growth
Gruppo Campari’s worldwide duty free sales for 2006 have climbed by an estimated double-digit figure, according to Mattioni, adding that he was “quite satisfied” with the results.
“The fastest growth comes from the Americas where Campari and Skyy [vodka] have been performing very well,” he said. “Europe, our biggest area, is the second fastest growing region, where Gruppo Campari registered some records, achieving the biggest increase in the last five years.”
The group’s heavy investment in the duty free channel is the reason for the sales upswing, he said. “These encouraging results are mainly down to Gruppo Campari’s strategy to focus significantly on the duty free channel this year, hiring a dedicated and experienced team, developing strong partnerships with the duty free operators, investing in a more massive way than in the past.”
The European region is the biggest sales generator for the group, representing 60% of the company’s business in duty free and travel retail. Then comes the Africa and Middle East region, with an almost 19% share. The Americas is ranked third with 14%, registering the fastest growth worldwide this year, followed by Asia Pacific with 7%.
Mattioni sees huge potential in Asia for the group’s brands. “In Asia, the potential is enormous and the group has still a big space for growth there,” he said.
About Gruppo Campari
Gruppo Campari is a major player in the global beverage sector, trading in over 190 nations around the world with a leading position in the Italian and Brazilian markets and a strong presence in the US, Germany and Switzerland. The group has an extensive portfolio that spans three business segments: spirits, wines and soft drinks. In the spirits segment are internationally renowned brands, such as Campari, SKYY Vodka and Cynar together with leading local brands, such as Aperol, CampariSoda, Glen Grant, Ouzo 12 and Zedda Piras and the Brazilian brands Dreher, Old Eight, Drury’s. In the wine segment, together with Cinzano, are Liebfraumilch, Mondoro, Riccadonna, Sella & Mosca and Teruzzi & Puthod. In the soft drinks segment are Crodino, Lemonsoda and its respective line extension dominating the Italian market. The group has over 1,500 employees. The shares of the parent company, Davide Campari-Milano, are listed on the Italian Stock Exchange.
MORE STORIES ON GRUPPO CAMPARI
Picture Gallery: The beautiful people party with Campari – 29/11/06
Movie star Salma Hayek checks into Hotel Campari – 27/11/06
Campari takes full control of Skyy Spirits – 02/11/06
Campari buoyed by acquisitions, distribution and duty free – 11/09/06
