Puig and World Duty Free Group (WDFG) are celebrating the launch of 212 VIP Rosé with a unique in-store and concourse retailtainment event, at Barcelona-El Prat International Airport Terminal 1.
The event, which is running from April to June, incorporates a key media installation in the terminal and a prominent, high-profile promotion site in the new Barcelona Duty Free store.
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The eye-catching set-up on the concourse sees hostesses greeting passengers and giving them the opportunity to sample 212 VIP Rosé |
The product launch and promotion is inspired by the premise that “˜partying means having fun with cool people in cool places, taking pictures’. Accordingly, Puig and WDFG are seeking to turn Barcelona into the best place for shoppers to reveal their party personas, in partnership with the new feminine fragrance from the house of Carolina Herrera.
The promotion also showcases international supermodel Gisele Bündchen – the face of 212 VIP Rosé – and provides passengers with the chance to win an evening partying with Gisele, her entourage and A-list stylists in a chosen trendy city.
At the concourse media site, hostesses greet passengers and give them the opportunity to sample 212 VIP Rosé. They then seek to drive penetration by promoting the in-store activation, the star prize, and the selection of special 212 VIP Rosé gwps.
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The in-store activation focuses on the star prize – the chance to party with Gisele Bündchen, the face of 212 VIP Rosé – as well as a selection of special 212 VIP Rosé gwps |
The activation includes a sampling station, photo zone and ‘Wallof Fame’, which displays shots of passengers and friends within a VIP scene. Travellers can also upload their photos via social media.
“Puig has built Carolina Herrera into a powerhouse of the fragrance world, and 212 VIP Rosé is another powerful expression of the brand, supported by arguably one of the most iconic celebrity faces in Gisele Bündchen,” noted Puig Global Travel Retail Managing Director Patrick Bouchard.
“Puig has put significant investment into activating this major campaign at Barcelona Airport, in partnership with WDFG, with the key objective of creating exciting retailtainment.”
He added: “The 212 VIP masterbrand is all about the essence of the New York party scene and we are pleased to have translated that essence into the WDFG store and the Barcelona Airport concourse. 212 VIP Rosé is backed by an extremely compelling story, and the huge buzz we are seeing is testament to the strength of our partnership with WDFG – true experts in delivering this kind of retail theatre.”
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