The
peculiar world of Hendrick’s Gin is creating a stir at Chicago
O’Hare airport where William Grant & Sons Global Travel Retail
has teamed up with Dufry to create a high profile activation designed
to interact directly with travellers.
The
Hendrick’s Barbers Chair is an impactful and dynamic display which
recreates a Victorian shop environment and uses hostesses dressed in
traditional uniforms to engage directly with travellers in an amusing
fashion.
The
promotion starts with hostesses handing out open appointment cards to
direct footfall towards the promotional area, where a hostess wearing
a sandwich board and the host Barber
named ‘Hendricks’
(wearing
a red/white striped apron, white dress shirt, red bow tie, silver
shirt and sporting a moustache) invites travellers to sit on the
Barber’s chair.
Hendricks
makes the guest feel comfortable and a bib on the client. They
engage in typical
Barber/Customer
conversation, initiated by Hendricks who delivers it old Victorian
speak. Eg: ‘My dear fellow, you
seem like a most travelled gentleman. What brings you to Chicago?’
Hendricks
then moves the conversation around to Hendrick’s Gin with a phrase
such as: ‘Hendrick’s Gin is an astoundingly fast growing
boutique Gin, distilled in Scotland. It contains a fantastically
unusual flavour note combination of cucumber and rose.’ Hendricks
also mentions the other botanicals & points to the labels on the
drawers of the unit as a visual cue.
Hendricks
then begins to theatrically prepare a perfect serve of gin for his
client, filling a teacup with ice from the wash basin and sharpening
his cut-throat razor on the leather strap which is hanging from the
Barber’s chair. He then prepares a garnish by slicing it with his
razor before serving his client with the drink.
Finally,
Hendricks asks his client to choose a moustache from the bell jar
using a phrase such as:
‘After
all I am a Barber and I couldn’t let you leave without you looking
at your best. Which of these moustaches styles is to your liking?’
After application, Hendricks whips off the bib before turning the
chair
around to face the group and standing proudly next to his client,
complete with moustache , for a photo opportunity.
The
promotion will run until the end of November and, says Jose
Castellvi, WGS Regional Director for Latin America:
‘This is the first time that we have created such a theatrical
activation in Chicago O’Hare airport for Hendrick’s Gin and we’re
very excited about it. Dufry has really embraced the concept full on
and have been very supportive to the idea.
‘The
beauty of this promotion is that invites travellers to actually spend
some time with us in an entertaining and amusing way. By driving
theatre into the store, we are keen to not only benefit sales of
Hendrick’s but of the whole liquor category.’
Group
photo shows L-R:
Jessica
DeOliveira, US Hendrick’s Brand Ambassador (WGS); Jose Castellvi,
Regional Director, Latam and Caribbean (WGS); Sinja Lee, Operations
Manager, Dufry; Kum Cheng, Dufry; Samuel Poh Leung, General Manager,
Dufry
Ends
Press
enquiries: Rowena Holland, Essential Communications
Tel:
+44 (0)208 405 8109Fax: +44 (0) 208 405 0330
Mobile:
+44 (0) 7710 219784
Notes
to Editor
About
William Grant & Sons
- William Grant & Sons, Ltd. is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1886. Today, the luxury spirits company is run by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s favourite 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®, Milagro® Tequila and, most recently, Tullamore Dew Irish Whiskey.
November
2012
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