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William Grant create the ultimate activation for rugby lovers at Auckland Airport.
With the Rugby World Cup 2015 a hot topic of conversation - and disappointment- for many travellers earlier this year, William Grant & Sons took advantage of this globally loved sport to launch its own Rugby World Cup activation. Taking place at the ‘home of rugby,’ New Zealand’s Auckland International Airport, William Grant & Sons created the ultimate activation for rugby lovers – the chance to win two tickets to the Rugby World Cup final at Twickenham Stadium.
Running throughout September and October- William Grant & Sons 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 Rugby World Cup merchandise when purchasing any William Grant & Sons 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 Rugby World Cup 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 Rugby World Cup 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 William Grant & Sons 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 Rugby World Cup, and also reiterate the promotion in-store. The competitive spirit of the Rugby World Cup 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!
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