AUSTRALIA. Heinemann Australia has launched its EuroSummer retail programme at Sydney and Gold Coast airports, designed to capture the spirit of an escapist European summer.
The programme, which runs throughout July and August, features pop-ups showcasing a curated range of fragrances, skincare, sunglasses and spirits.
Shoppers are greeted by a bright and zesty colour palette framing a vespa, lemon trees, and rustic flooring finishes, inspired by Italy’s Amalfi coast.
The activation is supported by communications across digital channels, including Heinemann’s online store, social media and electronic direct mailers.
In-store, the campaign features prominently on digital screens, and a dedicated EuroSummer ambassador is on hand to welcome shoppers and provide personalised advice and guidance.
The pop-ups feature citrusy, floral and fruity fragrances from brands such as Dolce & Gabbana, Giorgio Armani and Versace.
Summer-focused drinks brands Aperol, Pimm’s Cup, Grey Goose and Malfy and sunglasses from brands including Gucci, Bottega Veneta, Chloe and Balenciaga are highlighted as part of the holiday atmosphere.
“We are delighted to offer this new concept in Sydney and Gold Coast, creating our own small corner of the Mediterranean as travellers escape Australia’s winter season,” Heinemann Australia Managing Director George Tsoukalas commented.
“Our European Summer programme is our latest initiative to make the airport a destination in and of itself, by creating constantly evolving and inspiring experiences.”
Europe is one of Australia’s most popular overseas destination regions, with 20% of Australian international travellers headed there last year. Madrid, Milan, Athens, Barcelona and Rome ranked as the most popular bookings on Australian online travel agency Webjet in the first half of last year, Heinemann said.
Heinemann has been operating at Sydney Airport since 2015, after it won the nearly 10,000sq m Terminal 1 master duty free concession. Its contract was renewed in 2019 for an additional ten years. T1 now offers a recently opened luxury beauty, fashion and accessories store.
The German travel retailer will open a department store concept in the airport’s domestic terminals later this year.
Heinemann Australia won the seven-year Gold Coast Duty Free contract in 2018 and operates departures and arrivals stores across 730sq m of retail space. ✈
