Luxury Lifestyle brand takes advantage of Film Festival and F1
A year on from luxury Italian lifestyle brand Paul & Shark opening a corner at Nice Côte d’Azur Terminal 2, the location has become a strategic one with ongoing excellent results.
“The location, part of the multi-brand fashion store at the revamped and expanded terminal, has proved to sit perfectly with Paul & Shark’s heritage and inspiration from the sea. The luxury environment and passenger demographic at the airport is totally relevant for us,” says Catherine Bonelli, Paul & Shark’s Global Travel Retail Director.
To meet the high demands of the affluent South of France passenger, Paul & Shark has kept interest high with its personalized embroidery animations, organized in conjunction with Dufry and the airport.
May 18 and 19 saw an animation during the last weekend of the famous annual Cannes Film Festival, which attracts thousands of additional passengers through the airport – including the famous and the fans! Passengers purchasing any Paul & Shark item over the weekend were able to instantly personalize their new garment with a name or initials using the brand’s bespoke embroidery machine.
“Once again it proved a big success with a significant upturn in sales,” says Bonelli. “The Film Festival brings in nationalities from all over the world and the embroidery animation proved a particularly strong and positive branding exercise for Paul & Shark.”
Latest on the agenda was an animation on May 28 and 29 to coincide with the F1 Grand Prix taking place in Monaco. Run since 1929, the Monaco Grand Prix is widely considered to be one of the most important and prestigious automobile races in the world, attracting a glittering audience of the glamorous and famous from across the globe.
“Nice is the closest airport to Monaco and so once again the event provided us with an amazing opportunity to bring the Paul & Shark brand to the attention of a totally relevant audience,” continues Bonelli. “By offering the personalisation again after the event we’re really hoping to attract the attention of travellers as they leave after what is sure to have been a memorable few days in Monaco.”