Bombay Sapphire, Heinemann Australia and Sydney Airport have partnered to launch a pop-up – a 360° immersive experience running from November 9, 2019, until January 6, 2020.
The ‘Stir Creativity’ experience engages with the traveler at multiple touchpoints, including collaboration with social media influencers, digital displays on key transport routes into and out of the airport, campaign branding on laptop trays in the airport security zone, and dynamic digital screens strategically positioned in the departures lounge. The campaign continues in airport bars and the AMEX lounge, with a special focus on Bombay Sapphire cocktails
The campaign focuses on Terminal 1, inside Heinemann Tax & Duty Free after security, where colorful signposting and brand engagement mirror the passenger journey, first welcoming them to a neon glasshouse. This is a contemporary re-interpretation of Bombay Sapphire distillery’s famous glasshouse at Laverstoke Mill in England.
“Bombay Sapphire is a significant beacon for the gin category and we are accelerating performance for our retail customers with original and immersive campaigns like this. The campaign hits key sweet-spots on the extended airport journey, enabling us to leverage our relationship with existing Bombay Sapphire lovers from the Australian domestic market, as well as stimulating curiosity and brand trial to drive the rate of spontaneous purchases,” explained Gaurav Joshi, regional director Asia Pacific, Bacardi Global Travel Retail.
