Located in the bustling departure lounge in close proximity to WDF, the stand will offer samples of the Bloom fragrance and brand ambassadors will entice consumers with the opportunity to personalise the bottle once it’s been purchased from WDF. The experiential stand’s picturesque garden scene is guaranteed to draw the attention of the affluent cosmetics-loving audience, who often arrive at the airport early to browse and shop in this unique luxury retail environment.
Over £122million was spent on fragrances at Heathrow in 2016, and with more than 3,400 brands available to purchase at the airport, the competition within this sector is fierce. It’s critical therefore for fragrance brands to have a strong presence within the airport environment to ensure they stand out from their competition and are front of mind while passengers are making purchase decisions.
Experiential campaigns are an extremely effective way for brands to achieve cut through within the airport environment. Passengers are at a loose end, they have time on their hands, are seeking distraction and most importantly are ready to spend. Experiential gives brands an opportunity to build more personal relationships with their customers and provide memorable experiences that will enhance brand perception as well as drive impulse purchases.
Steve Cox, Marketing Director for JCDecaux Airport says: “The airport is an environment with a proud heritage of glamour and prestige. An experiential presence delivers a unique opportunity to open a genuine dialogue with affluent style-conscious passengers in this context, as Gucci’s activity successfully demonstrates.”
Gucci’s campaign was booked by JCDecaux OneWorld through JCDecaux Airport and will run for 1 month at Heathrow Terminal 5.