London Heathrow Airport has partnered with Pimm’s and London croquet club, Croquet East, to open a Crazy Croquet lawn for use by passengers in Terminal 2 (T2).
The initiative is intended to raise awareness of the British pastime as research into summertime activities by the airport has shown that only 2% of Brits currently play it. When asked what was holding those interested back from playing, participants noted the lack of understanding (43%) and shortage of public playing spaces (35%) as the primary concerns. In contrast, the sociable nature (37%), traditional Pimm’s drinking (30%) and slow pace (40%) were praised as the appealing aspects of the game.
Hoping to bring the classic sport into the 21st century, the lawn will feature a number of technical innovations, including laser-guided mallets and musical hoops. Players will be invited to learn the ropes in the unique version of the game, which allows passengers to play a round in just 15 minutes. At the end, participants receive a glass of Pimm’s to promote a seasonal exclusive offer of £9.99 (US$15.38) per bottle. The Crazy Croquet lawn will be open to travelers until July 14, 2015.
Kim Gray, head of retail at Heathrow, said, “Despite being a classic summer pastime, our research revealed that croquet is in need of a revival. Pimm’s is one of the most popular British drinks sold at Heathrow, so we know there’s an appetite for all things quintessentially British and we really hope our fun and quirky croquet course offers passengers the chance to try something new before jetting off, as well as raising the profile of this classic sport.”
