UK. Imperial Tobacco is again offering airport retailers an extensive range of attractive promotional ideas for West, based on its sponsorship of the West McLaren Mercedes Formula One team.
The West Racing Challenge is designed to incentivise customers to buy a carton of West cigarettes, having taken part in one of the Formula One promotions designed to suit every size and configuration of retail outlet.
All promotions grant the consumer the chance to win a professional driver’s training course in England – including a stay in a four star hotel, round-trip ticket and full board for two people. Additionally, the consumers receive a quality pen if they purchase one carton of West cigarettes and a small portable radio for two cartons.
“The West Racing Challenge transforms the duty free shop into a pit stop for customers, bringing the excitement of a Formula One event into the airport,” commented marketing director travel retail/global duty free Thomas Veit. “By running these promotions, retailers can expect to improve their sales of West cigarettes by up to 30%.”
There are three initiatives: the high-end promotional tool; the flexible promotional tool; and the silent promotional tool. The first is suitable for shops which can provide enough space for a West Formula One driving simulator. The task is to outdo the performance of one of the team’s drivers. The successful “driver” will be rewarded with a special gift.
The second is a virtual racing experience, ideal for shops with limited space. The consumers are taken through a virtual racing course during which they see several West packs through a pair of DVD glasses. The objective of the game is to remember the correct number of West packs.
Every participant in either of these two promotional events is also entered in a draw, giving them the chance to win the weekend trip to England.
Lastly, the silent promotional tool enables customers to participate in the prize draw after having correctly answered a question related to the West pack.
Contact thomas.veit@uk.imptob.com
