Heineken has launched a geo-targeted digital campaign at key European airports. The campaign’s core message ‘The greatest stories can be read in your passport’ is a call to action for European holidaymakers to travel responsibly as global tourism slowly reopens.
The campaign is running throughout August and September at nine locations. These include Alicante, Amsterdam Schiphol, Barcelona, Dublin, London Stansted, Milan Linate, Milan Malpensa, Paris Charles De Gaulle and Paris Orly airports.
The campaign emphasises the importance of following COVID-19 guidelines and government safety measures. It encourages travellers to play their part in keeping the world open.
“Our ultimate goal with this digital campaign is to encourage consumers to travel in a socially responsible way and to play their part in keeping the world open,” commented Heineken Global Duty Free Marketing Manager Kateryna Vasylchenko.
“As a global brand we are committed to engaging with our key communities and, for travel, this means calling out all that’s great about the discovery of travelling while reminding and encouraging us all how we can contribute to staying safe and keeping the world open.”
So far, the geo-targeted campaign has engaged with over 800,000 travellers. It is targeting travellers when they are close to boarding and features Heineken and zero-alcohol Heineken 0.0 to encourage consumers’ inflight beverage choice.
Commenting on the campaign’s geo-targeted elements, Vasylchenko added: “Geo-targeting in the airports enables us to drive passenger consideration of the Heineken brand as close as possible to the moment of consumption, supporting conversion opportunities for our airline partners as they work to maximise onboard ancillary revenues as a key strand to business recovery.”
The campaign is part of Heineken’s #SocialiseResponsibly global platform which encourages consumers to follow health guidelines and minimise the transmission of COVID-19 as the world slowly opens.
