Whyte & Mackay has partnered with Dufry-owned World Duty Free for the exclusive launch of Wildcat gin brand into travel retail at London Heathrow Airport Terminal 5.
Taking inspiration from the brand’s positioning as the ‘gin of the night’, Whyte & Mackay used the vehicle of the concierge-hosted ‘Temptation Hotel’ to allow shoppers to experience the gin in one of two formats: the Wildcat Bramble or the Wildcat & Tonic.
The campaign is running throughout December until 2 January 2020.
It kicked off with a special sampling event on 6 December, which was hosted by drag queen Johnny Bones. Whyte & Mackay said that the Temptation Hotel activation led to a +1,025% increase in Wildcat sales during the first week of the promotion.
Airport passengers are being geo-targeted with social ads inviting them to visit the activation while passing through Heathrow. Visitors are also encouraged to snap and share selfies in front of Temptation Hotel’s key-shaped infinity mirror to qualify for a chance to win tickets to Crystal Maze Live, London.
Whyte & Mackay Global Travel Retail Marketing Manager Amy Neville-Eliot said: “This December we have created an unashamedly impactful presence with Wildcat’s Temptation Hotel. During such a busy, festive time of the year, our fun and engaging concept aims to break the existing gin category norms.
“Theatrical in its appearance, the Temptation Hotel draws in passing travellers using typical ‘hotelier’ language to engage shoppers as though they are hotel clients – at the same time using tongue-in-cheek pantomime humour to build on the experience. Our challenge has been to engage the millennial traveller with something that really catches their eye, makes them smile and intrigues them enough to want to find out more.”
Other travel retail activations are in the pipeline for the gin, with special Wildcat bars being planned for Manchester and Birmingham airports, again in collaboration with Dufry.
World Duty Free Liquor Manager UK Paul Martin said: “This exclusive launch of Wildcat gin has really raised the bar for experiential campaigns in this sector. The Temptation Hotel has been a huge success with shoppers and Wildcat is an exciting new launch in the booming and vital gin category.”
Wildcat gin is distilled with ten botanicals: Juniper Berries, Coriander, Angelica Root, Lemon Peel, Orange Peel, Grapefruit Peel, Liquorice Root, Orris Root, Cubebs, and Cat’s Claw Root. One-litre bottles of the 41.5%ABV spirit have an RRP in travel retail of £31.99 (US$41.69).
