UK. Avolta has revamped the World Duty Free stores at London Gatwick Airport North and South terminals with its ‘Wonderful World’ summer campaign.
The campaign, running until the end of September, aligns with Avolta’s Destination 2027 strategy to make the journey as rewarding as the destination.
The Moodie Davitt Report was on location yesterday (17 July) to experience the ‘Wonderful World’ of duty-free retail in the recently renovated North Terminal.
Avolta Commercial Director UK Eve Fifer said: “We’re delighted to be able to bring Wonderful World back to London Gatwick airport this summer – and this year it’s even better.”
Wildlife and tropical-themed wall graphics and signage across the airport guide passengers towards supporting activations and immersive activities.
This includes an augmented-reality-powered treasure hunt in which participants can use their mobile phones to ‘catch’ four animals across the store and receive a Smarties box as a reward.
Wildlife comes to life with actors dressed as life-sized (and eerily realistic) animals such as gorillas, crocodiles and baby hippos.
World Duty Free is also offering savings across core product categories including liquor, beauty, confectionery and sunglasses.
A cornerstone of this campaign is Avolta and Gatwick Airport’s partnership with independent Cornish gin brand Tarquin’s, which has created a London Gatwick Limited Edition Wonderful World expression.
Inspired by the campaign’s tropical theme, this gin is distilled with bold botanicals from around the world, including pineapple from Costa Rica and pomelo from Thailand – both of which are destinations served by Gatwick Airport.
The bottle features a hand-dipped wax seal and a colourful label exclusively designed to match the ‘Wonderful World’ campaign aesthetics.
An Avolta spokesperson told The Moodie Davitt Report: “Avolta is building awareness for small, local businesses at the airport with sampling activities, as part of its ‘get it on the lips’ strategy.”
Another key pop-up at the store is the Don Julio tasting bar, which is showcasing a ‘wonderful deal’. Travellers who purchase a bottle of Don Julio 1942 have the chance to win tickets to the Pacha closing party in Ibiza. Berlin-based DJ Peggy Gou is set to headline the event on 13 October.
Italian Prosecco brand Della Vite – which recently made its travel retail debut across London airports in partnership with Avolta – is offering free samples to passersby.
The Boss Bottled Triumph Elixir activation is drawing attention with a foosball table. A curved digital display showcases the supporting campaign film as travellers, both young and young at heart, come together for a quick match.
To build awareness for the in-store activities, stories are being shared on Gatwick Airport’s social media channels throughout the campaign.
“Campaigns such as this show the strength a joint marketing campaign can really have in terms of enhancing the travellers’ journey, and engaging them with memorable and enjoyable experiences, whilst also helping to drive store footfall and dwell time,” added Fifer.
“We’re confident that this year’s inspiring and imaginative campaign will surprise and delight, making travellers happier.”
London Gatwick Head of Marketing Simon Brady commented: “We are delighted to welcome the ‘Wonderful World’ campaign back to the airport this summer. It creates a real buzz around the terminals and helps send our passengers off on their holidays in high spirits.
“‘Wonderful World’ is also a great way to showcase the fantastic array of choice across the retail, food & beverage offer at London Gatwick, as we strive to be the airport for everyone, whatever your journey.” ✈
Scroll to see more ‘Wonderful World’ highlights from Gatwick Airport
