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Bollinger (left) builds on the Bond theme at Schiphol
Over the past three years Amsterdam Airport Schiphol’s reputation as one of Europe’s most consumer-friendly airports has risen dramatically. That’s partly on the back of Schiphol Group’s investment in infrastructure – which continues soon with a partial redevelopment of Lounge 1 and a planned overhaul of Lounge 2.
But it also has a lot to do with the vibrant, engaging activations undertaken by the airport alongside retailers and brands.
One recent promotion, which began before Christmas and ran through the festive season, typified the approach. The overall theme tied in with the launch of the latest James Bond film, Skyfall.
It featured an Aston Martin sports car placed in the promotional zone at the Finest Spirits & Cigars store in Lounge 3 (pictured above, operated by Schiphol Airport Retail) and a high-profile campaign for a Bollinger Champagne limited edition created to mark the film. But the Bond connection went a step further, with a tie-in to the Omega shop-in-shop that lies across the corridor in Lounge 3.
Any customer who purchased a bottle of Bollinger was automatically entered into a prize draw to win an Omega watch – and any customer buying a watch gained entry to a draw for the Champagne.
It’s the kind of cross-marketing that’s still too rare in our channel: it stretched across several categories, and tapped into a topical theme – in this case a major film launch – with energy and vitality.
Expect to see more of these themed events at Schiphol – not least in the liquor sector once Finest Spirits & Cigars is refurbished and rebranded later this year.