World-renowned for its cosmopolitan culture, high energy and a hint of eccentricity, London is a city with a distinct attitude and culture. Beefeater Gin is a brand synonymous with the Capital, and this summer the brand has injected this dynamism into Gatwick Airport with its ‘Spirit of London’ experience.

Passengers travelling through London Gatwick have the opportunity to embark on a ‘gin journey’ with Beefeater Gin, who have designed an airport ‘takeover’ that engages travellers, both in person and online, as they look to fill the golden hour before take-off. Their ‘gin journey’ begins in the World Duty Free tax and duty free store in the Departure Lounge, where an iconic British MINI car can be found. A vibrant and dynamic space has been created in store to celebrate the launch of this year’s Beefeater Gin limited edition #SpiritofLondon bottle, coinciding with World Duty Free Group’s ’Best of British’ Summer promotional campaign.

Travellers are also encouraged to take their Beefeater Gin experience online, uploading their photos to Instagram using #spiritoflondon, continuing their ‘gin journey’ online. This social amplification is designed to capture the attention of holiday goers before they even set foot in the airport and create anticipation for what can be found in store. Of course a journey isn’t complete without a souvenir; passengers can use their Instagram profiles and #spiritoflondon to upload and share a picture of the Beefeater space which is then posted onto an interactive Instagram wall in the World Duty Free store. In addition, their snap can be printed as a Polaroid to go in their #spiritoflondon souvenir alongside a gin cocktail book and guide to the Distillery in London.