 | Beefeater Gin’s ‘Forever London’ campaign will run between 16 August and 15 October 2007 |
UK. World Duty Free is hosting a high-impact promotional campaign for Beefeater Gin at London Gatwick Airport to celebrate the launch of the brand’s new packaging in travel retail.
Uniformed ‘Beefeaters’ – traditional Yeoman Wardens of the Tower of London – will walk the aisles at World Duty Free in Gatwick Airport’s South Terminal later this year to teach travellers about Beefeater Gin and its London roots.
The promotion is part of Beefeater Gin’s ‘Forever London’ campaign which will run between 16 August and 15 October 2007. It will consist of a number of activities:
Send a Beefeater Gin ePostcard
This interactive unit allows travellers to superimpose a photograph of themselves in front of a famous London landmark onto a Beefeater London digital postcard. Once the design is complete they can then e-mail their postcard to friends.
Beefeater Thames Challenge
This challenge will test travellers’ mettle as they attempt to pass a metal ring along the London skyline, past famous tourist attractions along the River Thames and ending at the Beefeater Distillery, without touching the wire.
Beefeater Gin Cocktail Bar
A stylish bar will be prominently positioned in World Duty Free giving customers the chance to try three Beefeater Gin cocktails. Shoppers will be offered Beefeater and Tonic, Beefeater Ginger and Apple and Beefeater and Elderflower, all of which will be made by professional bartenders.
Alongside the cocktails, Pernod Ricard Travel Retail Europe has provided a credit card-sized recipe book on how to make the drinks.
Pernod Ricard Travel Retail Europe Marketing Manager John Smailes commented: “This promotional area will be a great opportunity to ‘Londonise’ a part of London Gatwick’s South Terminal. By utilising the new “˜Forever London’ campaign we are able to engage with the travelling consumer and convey Beefeater’s authentic London credentials, great taste and energy in an exciting and interactive way.”
He added: “We firmly believe in investing in our brands in a way that can showcase their particular brand essence and heritage, and this promotion is an exceptional example of how this can be done.”
The above activities will be supported by a gwp promotion which will give a Difford London Bar Guide with every one-litre bottle of Beefeater Gin (Duty Free) purchased. There will also be a special offer of two 70cl bottles of Beefeater for £20.
Beefeater fact file
– Beefeater is the number two gin in travel retail (Source: IWSR 2006)
– Beefeater sells over 2.3 million nine-litre cases annually, making it the world’s leading premium gin
– Travel retail exclusive sku: Crown Jewel by Beefeater
– Product range for travel retail (non-exclusive): Beefeater London Dry Gin (47%)
– Beefeater is the only international London gin still made in London.
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