 |
The Heinemann Duty Free campaign carried a new twist on images of flight |
GERMANY. Heinemann Duty Free has won an award for best airport advertising across airports in Germany, Austria and Switzerland. Its December 2012 campaign, which captured the Airport Media Award, underscored the benefits of duty free shopping using images of owls, geese and storks dressed in business and leisurewear throughout its partner airports.
 |
A poster from the Frankfurt Airport campaign in December |
Jury member Peter Gerich, Publishing Director at Horizont-Medien, summed up the Heinemann campaign: “The task was to send a clear message to air travellers that anyone with a boarding pass is entitled to shop at Heinemann and thereby save money on High Street prices.
“The slogans of the “˜frequent flyer’ characters were ideally suited to the brief because they reference air travel in a credible manner while spotlighting the various target groups of Heinemann in a creative yet tongue-in-cheek way.”
The jury noted that Gebr Heinemann made “intelligent and integrated” use of media channels, while the recurring themes guaranteed recognition value for the campaign. Heinemann Duty Free produced and implemented the campaign in partnership with the agencies Jung von Matt/brand activation, pilot Hamburg and Terrahe. In the vote, the company outperformed marketing concepts by the likes of Gorenje, Fujitsu and Sixt.
The company also topped a public poll for its airport advertising efforts.
“Of course we’re very pleased to have scored a double victory – not only the Airport Media Award itself, but also the public prize. This leaves us in no doubt that we put together an eye-catching campaign with the agencies involved. It’s a big success for our company,” said Anja Zettel, Head of Trade Marketing B2C at Gebr Heinemann.
