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The Americas / Airports / Beverage
Diageo's rich 'Trinity' cocktail
By Doug Newhouse, 1 May 2010
Diageo GTME reports that it is looking to attract a younger male audience to its Tanqueray London Dry Gin brand with the launch of a new through the line, experiential campaign in travel retail in the Americas working with airport authorities and retailers in a 'Trinity' approach.
The new campaign is being enacted at the international airports of New York JFK, Toronto and Cancun and runs until the end of June, featuring the Tanqueray bottle with the strap line, 'Take Your Mouth Places Before You Even Leave'. Diageo says the activations will feature a series of high impact advertising, point of purchase communications and in store and concourse sampling to create an exceptional experience for travellers. Located in high passenger traffic areas in travel retail locations, they aim to drive footfall and sales.
The company said: "The centre piece of the campaign will be an Exploratorium; a 4m x 4m square, interactive, free-standing experience mirroring the shape of the Tanqueray bottle. It takes consumers through a sensory, educational experience using sight, smell and taste. Its four corners will feature various aspects of the spirit.
"The Aroma Wall will feature special scent seals that give consumers a sensory experience of the unique blend of botanicals that create the spirit's distinctive taste. The Charles Wall gives travellers a brief history of the brand and Charles Tanqueray, the man who created one of the world's finest gins. The Cocktail Wall features a list of signature cocktails with a take away cocktail leaflet and The Bottle Heritage Wall further expands on the heritage of this iconic spirit."
A FIRST FOR JFK TERMINAL 4
Using the 'Trinity' approach, working closely with airports and retailers to activate the promotion, Diageo GTME and DFS have taken this approach one step further at JFK International Airport working with SSP America and the airport authority to offer live product sampling on the concourse, a first for JFK Terminal 4.
Interestingly, Diageo GTME and DFS are working with food and beverage experts SSP America to improve the passenger experience with activity at its bars and restaurants throughout New York JFK Terminal 4, including SSP's new The Palm Bar & Grille. Tanqueray cocktails are mixed by bartenders who have been given specialist training by Tanqueray's Global Brand Ambassador, Angus Winchester are being served and POS is said to be highly visible. The company says this creates a 360 degree experience for passengers travelling through the terminal.
[Interestingly, at last week's excellent ACI Europe Trading Conference in Malta, SSP Group's Ceo Andrew Lynch said the company remains fully open to more initiatives like this, after he was asked if he thought it could be expanded to other locations by Tim Rycroft, Global Travel & Middle East Corporate Relations Director-Ed].
Sandra Vaucher, Regional Marketing Director, Diageo GTME Americas, comments: "Research shows, that on average, only 23% of travellers are entering travel retail stores with only 11% making a purchase. We also know that a high percentage of male travellers are under the age of 44 and interested in discerning white spirits. This creates a great opportunity to produce an engaging through the line travel retail campaign using Tanqueray London Dry Gin to help drive footfall and sales.
A SENSIBLE APPROACH
"This campaign is driven by strong relationships and partnership working. The airports and our retail partners have been integral in extending the reach of the Tanqueray brand throughout the airport experience. This activation is being launched in two additional locations in the Americas, with Nuance and Aldeasa, and, will be measured with a view to rolling it out to more locations globally in late 2010. With the incredible support of our airport and retail partners we are really looking forward to the results."
John Hoover, Global Vice President for Spirits, Wine and Tobacco from DFS said: "This activation is an exciting new experience at JFK Terminal 4 and by engaging the customer sooner we are aiming to boost footfall and total revenue, as well as growth across the category. We are delighted to partner with Diageo GTME Americas on this exciting activation. Our, already strong, relationship with Diageo has been cemented further by working so closely together on this campaign."
COMMENT: Diageo is putting its money where its mouth is. The company said last year that it was going to try and engage airport authorities, operators and other parties to try and liven up the travel retail liquor business and it is delivering. TREND already knows that companies such as SSP are very open to such initiatives. For example, Noel Toolan, SSP's Chief Marketing Officer told us only recently that he wants to see a lot more of this type of activity, where businesses which do not directly compete help each other to grow the overall pie.
At the same time, New York JFK T4 should also be congratulated. This public/private partnership-owned terminal has always been the most forward thinking of all the airport terminals in New York and its support for this latest initiative is just another example why.
By Doug Newhouse, 1 May 2010
Diageo GTME reports that it is looking to attract a younger male audience to its Tanqueray London Dry Gin brand with the launch of a new through the line, experiential campaign in travel retail in the Americas working with airport authorities and retailers in a 'Trinity' approach.
The new campaign is being enacted at the international airports of New York JFK, Toronto and Cancun and runs until the end of June, featuring the Tanqueray bottle with the strap line, 'Take Your Mouth Places Before You Even Leave'. Diageo says the activations will feature a series of high impact advertising, point of purchase communications and in store and concourse sampling to create an exceptional experience for travellers. Located in high passenger traffic areas in travel retail locations, they aim to drive footfall and sales.
The company said: "The centre piece of the campaign will be an Exploratorium; a 4m x 4m square, interactive, free-standing experience mirroring the shape of the Tanqueray bottle. It takes consumers through a sensory, educational experience using sight, smell and taste. Its four corners will feature various aspects of the spirit.
"The Aroma Wall will feature special scent seals that give consumers a sensory experience of the unique blend of botanicals that create the spirit's distinctive taste. The Charles Wall gives travellers a brief history of the brand and Charles Tanqueray, the man who created one of the world's finest gins. The Cocktail Wall features a list of signature cocktails with a take away cocktail leaflet and The Bottle Heritage Wall further expands on the heritage of this iconic spirit."
A FIRST FOR JFK TERMINAL 4
Using the 'Trinity' approach, working closely with airports and retailers to activate the promotion, Diageo GTME and DFS have taken this approach one step further at JFK International Airport working with SSP America and the airport authority to offer live product sampling on the concourse, a first for JFK Terminal 4.
Interestingly, Diageo GTME and DFS are working with food and beverage experts SSP America to improve the passenger experience with activity at its bars and restaurants throughout New York JFK Terminal 4, including SSP's new The Palm Bar & Grille. Tanqueray cocktails are mixed by bartenders who have been given specialist training by Tanqueray's Global Brand Ambassador, Angus Winchester are being served and POS is said to be highly visible. The company says this creates a 360 degree experience for passengers travelling through the terminal.
[Interestingly, at last week's excellent ACI Europe Trading Conference in Malta, SSP Group's Ceo Andrew Lynch said the company remains fully open to more initiatives like this, after he was asked if he thought it could be expanded to other locations by Tim Rycroft, Global Travel & Middle East Corporate Relations Director-Ed].
Sandra Vaucher, Regional Marketing Director, Diageo GTME Americas, comments: "Research shows, that on average, only 23% of travellers are entering travel retail stores with only 11% making a purchase. We also know that a high percentage of male travellers are under the age of 44 and interested in discerning white spirits. This creates a great opportunity to produce an engaging through the line travel retail campaign using Tanqueray London Dry Gin to help drive footfall and sales.
A SENSIBLE APPROACH
"This campaign is driven by strong relationships and partnership working. The airports and our retail partners have been integral in extending the reach of the Tanqueray brand throughout the airport experience. This activation is being launched in two additional locations in the Americas, with Nuance and Aldeasa, and, will be measured with a view to rolling it out to more locations globally in late 2010. With the incredible support of our airport and retail partners we are really looking forward to the results."
John Hoover, Global Vice President for Spirits, Wine and Tobacco from DFS said: "This activation is an exciting new experience at JFK Terminal 4 and by engaging the customer sooner we are aiming to boost footfall and total revenue, as well as growth across the category. We are delighted to partner with Diageo GTME Americas on this exciting activation. Our, already strong, relationship with Diageo has been cemented further by working so closely together on this campaign."
COMMENT: Diageo is putting its money where its mouth is. The company said last year that it was going to try and engage airport authorities, operators and other parties to try and liven up the travel retail liquor business and it is delivering. TREND already knows that companies such as SSP are very open to such initiatives. For example, Noel Toolan, SSP's Chief Marketing Officer told us only recently that he wants to see a lot more of this type of activity, where businesses which do not directly compete help each other to grow the overall pie.
At the same time, New York JFK T4 should also be congratulated. This public/private partnership-owned terminal has always been the most forward thinking of all the airport terminals in New York and its support for this latest initiative is just another example why.
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• Toronto and Montreal LAGs rules relaxed (22 April 2010)
• Treasury targets tourists with new $100 note (22 April 2010)
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• Two Beam appointments (10 April 2010)
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