Puig has marked the launch Paco Rabanne’s 1 Million cologne for men with a “˜Break the Bank’ activation through ATÜ Duty Free at Istanbul Atatürk Airport.
The September promotion featured a cross-category collaboration with Martini at a high-footfall location in the concourse outside Gebr Heinemann’s main ATÜ Duty Free store.
ATÜ Duty Free is a joint venture between TAV Airports Holdings and Unifree Duty Free, in which Gebr Heinemann is the main shareholder.
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The cross-category collaboration between Paco Rabanne and Martini created a synergy between the two products and drove traffic to the ATÜ Duty Free store |
The 20sq m promotional island, with gold detailing and an aquatic pattern, included two branded arches highlighting the Paco Rabanne masterbrand and its 1 Million and Lady Million ranges. It was complemented by a Martini bar, with a gold counter top.
Passengers were able to sample products from both brands and to take part in the ‘Break the Bank’ game based on a gold vault with six safe boxes. Passengers opening one of the boxes won an instant prize, which included 1 Million and Lady Million samples and miniatures, a travel bag and tastings of a range of Martini cocktails.
Puig General Manager Travel Retail Europe Christophe Mot said: “Puig continues to deliver strong retail-tainment value to the perfumes category with this exclusive “˜Break the Bank’ activation for Paco Rabanne’s hit Million franchise.
“We’ve had good successes with cross-category initiatives in the past, and we believe that collaborating with the world-famous Martini brand and our longstanding partner Gebr Heinemann will help drive awareness among both male and female consumers, creating a ‘win-win-win’ for all.”
Gebr Heinemann Head of Activity Management Perfumes, Cosmetics and Accessories Katja Diehr added: “The concept delivers a new experience and excitement to our customers. It creates a synergy between two categories and drives traffic to our store – that is exactly what we are looking for.”
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Puig’s ‘Break the Bank’ promotion offered passengers the chance of winning instant prizes |
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The Martini bar complemented the Paco Rabanne activation and offered tastings |
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