Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
EUROPE. Today’s images come courtesy of cruise retail concessionaire Harding+, which is hosting a series of high-profile drinks activation across partner ships in Europe this summer.
Tastings and sampling events, gifts with purchase and immersive takeovers are all part of the answer to the question of how to ensure brand experiences remain relevant for guests onboard.
The campaigns include a wonderfully colourful Aperol Spritz installation, story-telling from Scotch whisky brand Dewar’s, elegant gin promotions and Absolut Tabasco giving sampling experiences that introduce guests to an unexpected twist on the globally recognised vodka brand.
As Harding+ said in a LinkedIn post, “These activations are a great reminder that cruise retail is different. Guests have the time to engage, discover and learn about brands in a way that’s difficult to replicate elsewhere.
“When retail spaces become destinations rather than simply places to transact, brands have the opportunity to create memorable moments that become part of the holiday experience itself.” ✈
