NORWAY. Heinemann Duty Free and Travel Retail Norway’s Arctic Adventure campaign, which ran in February and March at Norway’s major airports, doubled sales for partner brands during the period.
The promotion took place at Oslo, Trondheim, Bergen, Stavanger and Kristiansand airports and featured Haribo, Freia, Mentos, Elizabeth Arden and Issey Miyake. Sales of these brands delivered turnover of NOK13.4 million (€1.5 million) in the two months. Some of the proceeds will be used to support a special Arctic expedition to Spitzbergen this summer (see below).
Gebr Heinemann Managing Director of Purchasing and Logistics Kay Spanger said: “Travellers have been fascinated by the decoration and background of the expedition story and appreciated our special prices on the fantastic range of products. The campaign has been of significant benefit to the expedition, great fun for everyone involved and a remarkable commercial success.
“It was a concept campaign that embraced a number of brands. We managed to double our sales on each participating reference. In addition to this, the footfall of customers in our stores increased. We have experienced a great buzz with our customers and will repeat this kind of promotion at a later date – whether in Norway or in other parts of the world.”
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Arctic adventurers: Husky Expedition Spitzbergen 2015 team members (l-r) Morten Klauer, Regina Elpers, Björn Klauer and Håvard Ersland with Gebr Heinemann Executive Director Purchasing and Logistics Kay Spanger (third from left) and Travel Retail Norway Managing Director Håkon Fjeld-Hansen (second from right) |
The promotion included offers on confectionery from Haribo, Freia and Mentos as well as fragrances and skincare from Elizabeth Arden and Issey Miyake. Among other promotional elements, passengers were invited to send a hologram of themselves to the Arctic. “We combined a visually and conceptually stunning campaign with excellent presentations, and were delighted to see that the brands liked our idea and were ready to come onboard for this outstanding promotion,” added Spanger.
During the campaign, all travellers invited to take part in a scratch card competition. The first prize was an Arctic journey for two to the “winter wonderland” of Bardu in northern Norway – including a dogsled tour with outdoor activity specialist Björn Klauer.
“This is just the first in a series of “˜wow’ campaigns in Norway. We are already developing a new campaign set to be launched in 2016,” said Travel Retail Norway Marketing Manager Marika Dahl.
The campaign has historical resonance too. In 1912 the Schröder-Stranz Arctic expedition vanished without trace. A new expedition led by Björn Klauer will attempt to solve the mystery this summer. Gebr. Heinemann and Travel Retail Norway are the main sponsors of the expedition.
A donation of €38,000 (NOK333,000) made in Oslo to Klauer by Kay Spanger and HÃ¥kon Fjeld-Hansen, CEO of Travel Retail Norway, will help fund the effort.
