MIDDLE EAST. Bacardi Global Travel Retail Division and their Middle Eastern retail partners have picked the winners of the Dewar’s Gold Rush promotion at airports in Dubai, Qatar, Abu Dhabi, Bahrain and Oman.
The five-stop raffle tour, the promotion’s final stage, picked six lucky shoppers to win a gold bar. The winners were selected at the various airports between 1 February and 3 February.
Launched in the Middle East in October 2009, the promotion invited consumers of legal drinking age to buy three bottles of award-winning Dewar’s 12yo Scotch whisky, receiving a scratch-to-win card for an instant prize of either a gold iPod Touch, a gold coin (valued at US$30) or a Dewar’s 12yo 37.5cl bottle.
Post-purchase, shoppers were entered to win a gold bar, with two bars available at Dubai Airport, and one bar available at each of the other participating locations.
“Dewar’s Gold Rush was developed with our retailer partners as a 360 degree programme that would increase category footfall and sales, as well as create a hands-on experience for consumers that is exciting and memorable,” said Bacardi Global Travel Retail Division Regional Manager Middle East, Africa, and Greece Erwin van Outheusden.
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Bacardi Global Travel Retail Managing Director Andrew Carter, Dubai Duty Free Managing Director Colm McLoughlin and Bacardi GTR Regional Manager of Middle East-Africa-Greece Erwin van Outheusden pick the winners at Dubai Airport |
THE FIVE-STOP RAFFLE TOUR
The six grand prize winners were announced at the following airports with Bacardi’s retail partners:
1 February 2010
Dubai Airport with Dubai Duty Free (DDF)
Participants:
Colm McLoughlin, Managing Director, Dubai Duty Free
Sinead El Sibai, Manager of Events, Advertising and Media Coordination, DDF
Saba Tahir, Manager – Purchasing and Research (Acting), DDF
Ajay Bhatia, Purchasing Department, DDF
Sean Staunton, Manager – Operations, DDF
Andrew Carter, Managing Director, Bacardi Global Travel Retail
Trent Russell, Marketing Director, Bacardi Global Travel Retail
Hauke Marquardt, Director for Central, Eastern & Middle East, Bacardi Global Travel Retail
Erwin van Outheusden, Regional Manager of Middle East-Africa-Greece, Bacardi Global Travel Retail
Yousef Al Masry, Dewar’s Brand Consultant
Tom King, Commercial Analyst, Bacardi Global Travel Retail
Colm McLoughlin, Managing Director, Dubai Duty Free
“We are always pleased to see new initiatives from our suppliers and the Dewar’s Gold Rush promotion was successful in capturing shopper attention as there was an immediacy to the prizes upon purchase, plus, the overall raffle prize featuring gold bars were attractive to consumers. We look forward to working with Bacardi on developing new promotions for 2010.”
Abu Dhabi Airport with DFS Group
Participants:
Glenn Morgan, Vice President, DFS
Dan Cappell, Vice President, Non Aeronautical BD Abu Dhabi Airports Company
Robert Calzadilla, Sales Manager, DFS
Perlita Pasicolan, Product Sales Manager Spirits, Wines and Tobacco, DFS
Also present from Bacardi: Andrew Carter, Trent Russell, Hauke Marquardt, Erwin van Outheusden, Tom King, Yousef Al Masry
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Andrew Carter, DFS Vice President Glenn Morgan and Erwin van Outheusden at Abu Dhabi International Airport |
Jennifer Tokunaga, Spirits Merchandise Manager, DFS Group
“DFS was honoured to be selected as one of the airport retailers to participate in the Dewar’s Gold Rush event in the Middle East. This is the first year DFS participated and we were very pleased with the results. In addition, it created excitement in the airport and the DFS customers were enthused by the chance to win a gold bar. We look forward to partnering with Bacardi on future events in the Middle East.”
2 February
Qatar Airport with Qatar Duty Free, Qatar Airways and Aer Rianta International
Participants:
Keith Hunter, Vice President, Qatar Duty Free
Bill Maxwell, Senior Vice President, Qatar Duty Free
Jude Vinod Kumar, Category Manager, Qatar Duty Free
Anil Rodrigues, Buying Office, Qatar Duty Free
Also present from Bacardi: Andrew Carter, Erwin van Outheusden
Keith Hunter, Vice President, Qatar Duty Free
“The Dewar’s Gold Rush promotion was an exceptional experience for us. We already have a sizeable number of customers loyal to the Dewar’s brand, but this promotion saw a lot of new customers picking up Dewar’s. Our brand promoters were happy to assist these new customers in their purchase. We made sure that this promotion was well advertised throughout the shop floor locations with appropriate signage, flyers etc, in addition to a well merchandised location.
“During the two-month period, the sales figures were over +700% compared to previous months. I congratulate the entire Qatar Duty Free team and the Dewar’s team for putting together one of the most successful promotions this year. I am confident that it will sweep a few industry awards soon.”
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Qatar Duty Free Buying Office Anil Rodrigues, Andrew Carter, QDF Vice President Keith Hunter, Senior Vice President Bill Maxwell, Bacardi GTR’s Erwin van Outheusden and QDF Category Manager Jude Vinod Kumar |
3 February
Bahrain Airport with Bahrain Duty Free and Aer Rianta International
Participants:
Steve O’Conner, General Manager, Bahrain Duty Free
Eamonn Carty, Head of Retail, Bahrain Duty Free
Also present from Bacardi: Hari Krishna S. Kollam, Dedicated Merchandiser for Bahrain, Bacardi Global Travel Retail, and Erwin van Outheusden
James Prescott, General Manager Operations, Aer Rianta International Middle East
“As always, the guys at Bacardi pulled out all the stops when it came to the Gold Rush promotion. A great promotion, very well executed, with impressive results. There’s no doubt that with this kind of activity, Dewar’s sales and market share will continue to increase in strength. It says something about Bacardi’s relentless drive, determination and commitment; we weren’t surprised by the promotion’s success!”
Oman Airport with Muscat Duty Free and Aer Rianta International
Participants:
Eamonn Carty, Head of Retail, Bahrain Duty Free
Karl Sutcliffe, Head of Purchasing & Logistics, Bahrain Duty Free
Also present from Bacardi: Erwin van Outheusden
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Bacardi Global Travel Retail Division Regional Manager Middle East, Africa, and Greece Erwin van Outheusden, Bahrain Duty Free Head of Retail Eamonn Carty and Head of Purchasing & Logistics Karl Sutcliffe with Oman/Bahrain Duty Free |
John Sutcliffe, Managing Director, Aer Rianta International Middle East
“We were very impressed with Bacardi’s creativity and innovation with this promotion; it raised the bar in terms of a complete promotional execution. It helped raise the profile of the fast-growing Dewar’s brand enormously.
“The innovative mix of all the elements really maximised the promotions effectiveness. Giving such good, instant prizes, in addition to the highly appealing main prize, helped it appeal to a broad number of customers and ensured its excellent results.”
Karl Sutcliffe, Head of Purchasing & Logistics, Bahrain Duty Free
“We had a fantastic response to the Dewar’s Gold Rush promotion. We saw sales growth of over +300% on an average month. The Gold Rush campaign was located in the heart of the shop, which created superb in-store activity and was very popular with our entire customer demographic.
“The Dewar’s team did a fantastic job of implementing the promotion and as a retailer you know you are doing something right when passengers stop to take photos. The execution and attention to detail was outstanding with sales driven from all angles, with the right mix of instant rewards and sampling by dedicated, well-trained sales staff.
“It was a perfect formula, which included tremendous support from Dewar’s by meticulously monitoring the promotion very closely from start to finish.”
