Bacardi Global Travel Retail has teamed up with Heinemann Duty Free to launch a Formula 1 themed activation for Martini this summer at Frankfurt Airport’s Terminal 1A+/A.
As the main arrival airport for fans attending the German F1 Grand Prix at Hockenheim (18-20 July), Frankfurt Airport is a key location for Martini and the perfect launch pad for the new Martini Racing campaign in global travel retail, said Bacardi.
Running from 3 July to 4 August, the promotion builds on the successful motor racing collaboration achieved in 2013 at Frankfurt and is timed to dovetail with the peak of interest in the F1 season in Europe, with three races in July.
Bacardi Global Travel Retail’s insight programme shows that interest in F1 among the key target profile of 21 to 34 year-olds averages 67% across key nationalities, including German nationals. This provides Bacardi with a huge audience among Frankfurt’s passenger traffic that can be reached across the range of the activation’s engagement points, the company said.
 |
The Williams Martini Racing car forms the centrepiece of the promotion at Frankfurt Airport |
The central focus of the campaign is the global travel retail premiere presentation of the new Williams Martini Racing car, marking the return of Martini to F1 sponsorship as principal partner of Williams Martini Racing.
The Williams Martini Racing car is the star of this highly visual presentation for the Martini brand, with the car displayed on an angled platform and framed with race-themed fixtures. The backdrop to the car also utilises a large-scale video screen showing highlights from the Martini racing heritage of almost half a century.
A shuttle service – with airport buggies decked out in Williams Martini Racing colours – has been introduced at the atrium in front of Heinemann’s main store, offering passengers a ride to the gates.
Inside the store, F1 fans will get the chance to purchase original Williams Martini Racing clothing and accessories, including the branded Rain Jacket which is exclusive to Heinemann in global travel retail.
A tasting bar has also been set up in-store, serving Martini drinks and cocktails. The principal serve is the classic Martini Royale – a subtle blend of Martini Bianco, Martini Prosecco, lime wedges and ice, finished with a sprig of fresh mint.
 |
A shuttle service featuring airport buggies decked out in Williams Martini Racing colours offers Heinemann Duty Free customers a thrilling ride to the gates |
As part of the campaign, Heinemann is offering a prize draw with the chance of winning autographed racing memorabilia and tickets to the 2014 Italian F1 Grand Prix at the Monza circuit on 9 September.
Bacardi Global Travel Retail Regional Director for Europe Aude Rocourt commented: “This major activation is one of the most extensive travel retail presentations ever made for the Martini brand and we are proud to see Frankfurt as the first airport location to feature the stunning Williams Martini Racing F1 race car.
“The scale and quality of the activity demonstrates the continuing strength of our relationship with Heinemann Duty Free, building further on the considerable success of last year’s activity, which was the largest seen in the category in 2013.”
Gebr. Heinemann Purchase Director LTC Rüdiger Stelkens added: “We have invested very strongly in developing our stores and this activation with Martini is a demonstration of our commitment to developing extraordinary experiences for the shopper at Frankfurt. The exclusive presence of the Williams Martini Racing team car is another “˜first’ for Heinemann Duty Free and we are delighted to work with Bacardi Global Travel Retail in creating a truly original and highly engaging activation that reaches the target traveller in so many different and exciting ways.”
The longstanding relationship between Martini and motorsport began in 1968 with the creation of Martini Racing. The brand became the lead sponsor of Williams Martini Racing in March 2014.
 |
The in-store tasting bar at Heinemann Duty Free serves up the classic Martini Royale |
