CANADA. Luxottica Group and Scuderia Ferrari have partnered with Aer Rianta International (ARI) in a motorsport-themed cross-category promotion at Montréal-Pierre Elliott Trudeau International Airport.
The activation, in The Loop Duty Free store’s main walkway for international passengers, started on 4 June and will run until 16 July. It showcases Ray-Ban for Scuderia Ferrari sunglasses and Scuderia Ferrari watches, which are designed, manufactured and distributed worldwide by Movado Group.
The promotion coincided with the 2019 Canadian Grand Prix, with passengers encouraged to ‘live the thrills’ of race-day via a Scuderia Ferrari driving simulator. GWP offers included a Scuderia Ferrari cap and the opportunity to jump the queue to try the simulator.
Sales staff received training on both product ranges and the promotion was also hosted by dedicated promoters during peak passenger traffic periods.
The Ray-Ban for Scuderia Ferrari sunglasses collection is inspired by racing and the global circuit. It features five new Ray-Ban styles which include retro-inspired shapes to echo the profiles of racing stars from the 1970s.
Designs highlight strength, lightness, flexibility and incorporate the Scuderia Ferrari team’s ‘hypersoft’ tyres. All frames come with the Scuderia Ferrari racing shield on lenses and temples, and exclusive packaging.
The Scuderia Ferrari collection for men and women features scratch-resistant mineral crystals and hi-tech composite cases. The timepieces are powered by automatic or quartz engines. The Scuderia Ferrari Orologi collection launched in April 2013 and is available worldwide.
Luxottica Global Travel Retail Director Enrico Destro said: “Successful cross-category activations require significant investment, close collaboration and alignment on innovation and creativity.
“The Scuderia Ferrari activation at Montreal Airport rose to this challenge and sets an example of a new way of working, perfectly-timed to leverage the excitement of the Formula 1 Tour and the influx of international fans. We are pleased to have written another chapter in the Ray-Ban for Scuderia Ferrari story in travel retail and look forward to more activities along the 2019 Grand Prix circuit.”
Movado Group Vice President and General Manager Ricardo Cesar Martins commented: “Our main priority in activations like this is to constantly excite our consumers with new product offerings and thrilling experiences that are meaningful and relevant to the brand’s DNA.
“This simulator activation brought the racing experience to our consumers, allowing us to expand our audience and bring our engagement to a higher level.”
Martins noted that the activation also coincided with Father’s Day shopping, with a Father & Son Gift Set the top-selling product throughout the promotion.
“In our watch collections we must continue to portray true passion and love for racing with innovative cutting-edge design,” he added.
Aer Rianta International North America General Manager Jackie McDonagh said: “We are delighted to partner with Luxottica, Movado Group and Ferrari on this first-ever joint brand and cross-category promotion, and to bring this experiential and interactive promotion to The Loop Duty Free in the YUL Montréal Airport.
“We have received extremely positive feedback from passengers and this reflection in the airport of what is happening downtown has translated to excellent sales.”
