NETHERLANDS/DENMARK. Rituals has unveiled its ‘A wish for happiness’ pop-up campaign at Amsterdam Airport Schiphol, in partnership with Kappé Schiphol and Schiphol Media, and at Copenhagen Airport, in partnership with Gebr Heinemann.
Both festive activations utilise various phygital touchpoints to engage travelling shoppers at every point of their journeys.
The ‘A wish for happiness’ activation in Amsterdam Airport Schiphol has combined sight, sound, and scent. A giant Christmas tree, which is enhanced with a scenting machine and Christmas music, takes centre stage at Schiphol Plaza; while another Rituals Christmas tree adds holiday cheer in Schiphol Lounge 2.
Both Christmas Tree installations are decked out with Rituals gift sets and Christmas baubles, and also serve as the perfect photo opportunity for travelling shoppers this holiday season.
According to Amsterdam Airport Schiphol Director Consumer Products & Services Tanja Dik, the campaign is a great example of how an excellent Trinity partnership can elevate the customer experience.
She said: “During the festive season we offer travellers a convenient and joyous shopping experience where they can purchase wonderful gifts in a great Christmas ambience. With this collaboration between Rituals, Kappé and Schiphol we inspire our passengers during their onward journey from our airport and create a memorable shopping experience for them.”
The ‘A wish for happiness’ campaign has also lit up Copenhagen Airport. The activity features an impulse podium, which is given prime real estate inside Gebr Heinemann’s main store, as well as a gifting pop-up and a high-visibility multi-media campaign.
“We are very happy with Rituals’ new Christmas pop-up that allows our passengers to share the holiday cheer with friends and family,” said Copenhagen Airport Sales & Marketing Director Pia Jeanette Lynggaard.
“Christmas is a special time for both travellers and boutiques in Copenhagen Airport and we welcome all initiatives that contribute to the special ambience during the holidays – from our local brands as well as the global powerhouses,” she added.
“With our two festive campaigns, we’re able to help new and existing Rituals customers with their gifting needs through our beautiful re-usable gifts and bring to life our philosophy of slowing down” – Rituals Travel Retail Director Neil Ebbutt
Both airports also feature a gifting pop-up that highlights the brand’s winter limited-edition ‘Rituals of Tsuru’ range. The range was created in collaboration with the Rijksmuseum in Amsterdam. It was jointly inspired by the legend of the Japanese crane and a hand-painted kimono displayed in the museum.
Illuminating gold and Japanese black pine (kuro matsu) are some of the collection’s key ingredients. According to the brand, the limited-edition range represents the ‘beautiful bird of happiness’, which wishes customers good luck and prosperity.
Inside the Rituals of Tsuru pop-up, travelling shoppers can discover the brand’s latest gift sets and enjoy relaxing hand massages. The Copenhagen edition of the pop-up is enhanced with a sharing box feature that allows customers to take photos or GIFs to be shared on social media.
The Rituals of Tsuru pop-up is located in Schiphol Lounge 2 in Amsterdam Airport Schiphol and in the main Gebr Heinemann store in Copenhagen Airport. Both pop-ups opened at the beginning of December and will run until 2 January.
According to Rituals Travel Retail Director Neil Ebbutt, the two festive travel retail campaigns highlight Rituals’ unique value as a gifting brand. He said: “During a period when gifting and indulgence are so high on shoppers’ agendas, the Rituals brand values and product proposition really shine.”
He added: “With our two festive campaigns, we’re able to help new and existing Rituals customers with their gifting needs through our beautiful re-usable gifts and bring to life our philosophy of slowing down.
“The Christmas tree at Schiphol Plaza, which was such a hit last year, not only creates a festive atmosphere in the airport but also provides travellers with a memorable experience and lasting memory of their journey through Amsterdam. Meanwhile at Copenhagen Airport, the fun sharing box encourages travellers to embrace the festive ambience and share their experience of the pop-up with loved ones.”
NOTE: The Moodie Davitt Report also publishes Sight Lines, a new bi-monthly publication dedicated to airport advertising. If you would like to take part in Sight Lines, please contact Martin Moodie (Martin@MoodieDavittReport.com) and Liam Coleman (Liam@MoodieDavittReport.com) for editorial and Irene Revilla for advertising and sponsorship (Irene@MoodieDavittReport.com).
