Running throughout September and October- WGS worked in partnership with Aer Rianta to ensure that no area in the airport escaped the rugby touch. With the activation spread throughout numerous zones including one at departures, two at arrivals and a variety of other touch-points, the activation was highly visible, engaging and fun.
The concept gave travellers the chance to win original RWC merchandise when purchasing any WGS product through a free scratch-card. The shopper could also fill out the back of the card to be entered into a grand prize draw to win the ultimate rugby fan’s dream prize- a pair of tickets to the RWC grand finals at Twickenham London. The prize also included flights and accommodation at the Jumeirah Carlton Hotel; all in all, a prize to create life long memories.
APAC Travel Retail Director, Scott Hamilton comments, “At William Grant we are always looking to run activations that are eye-catching and unique to each individual retailer. Winning a prize like this is a once-in-a-lifetime opportunity for many. We wanted to reward travellers for buying our products, which not only pleases our current customers but hopefully encourages more travellers to buy and increase our brand awareness.”
The Loop Duty Free General Manager Tom Byrne adds, “We were really delighted with this in-store activation, William Grant & Sons really hit the nail on the head with this exciting and event specific promotion. Experience is everything at The Loop Duty Free and we truly believe our customers experienced the fun and excitement with this activation. Particularly our lucky winner who flew to England to watch the RWC final!!”
“From a commercial perspective, we are delighted with the results. We can see the positive effect on passenger-average-spend, penetration and the sales uplift in Grants portfolio.”, Tom continues.
To add elements of fun and entertainment to the shop floor, the departure activation included a flick footy game, helping to ensure that travellers spent as much time in the promotional area as possible. Drawing on the heavy association beer has with rugby, a promotional ambassador offered travellers the opportunity to try a new way to enjoy Tullamore Dew - ‘Dew and a Brew’, a combination of beer and Irish Whiskey – helping to educate travellers on an alternative way to enjoy a WGS favourite.
The beginning of October saw the introduction of the ‘Mix it Bar’ inside The Loop Store in departures. Travellers were offered samples of three different cocktails to help both celebrate the RWC, and also reiterate the promotion in-store. The competitive spirit of the RWC even extended to the sales staff, with members being divided into teams of six and a host of fun activities and incentives given to keep motivation and competitiveness high. A leader’ board kept everyone up to speed on how respective teams ranked – just like the real thing!
About William Grant & Sons
William Grant & Sons Holdings Ltd is an independent family-owned distiller and was founded by William Grant in 1887. Today the company owns some of the world’s leading brands of Scotch whisky, including the world’s most awarded single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third largest blended Scotch, Grant’s®, as well as other iconic spirits brands such as Hendrick’s® gin, Sailor Jerry® spiced rum, Tullamore D.E.W.® Irish whiskey and Drambuie® Scotch Liqueur.
For more information on the company, please visit www.williamgrant.com
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