As the long-standing official vodka of the US Open™ since 2006, GREY GOOSE® vodka and DFS Group, the world’s leading luxury travel retailer, are going for game, set and match at JFK T4 in a new shopper marketing campaign running until 30 September.
This is also the first GREY GOOSE programme integrating travel retail with US domestic market activity, seamlessly connecting with local and visiting consumers in New York City, both on their travels through JFK and on the transfer routes between airport and city and at the tournament itself.
The Bacardi Global Travel Retail/DFS partnership has created an integrated digital and physical campaign communicated at multiple touch-points, engaging travellers with GREY GOOSE and the US Tennis Open on their journey through the terminal. The grand finale of the journey is a spectacular tennis-court inspired bar and pop-up retail unit located on the concourse right outside the DFS store. The installation features a large media screen which showed live matches from Queens during the tournament, the GREY GOOSE ‘Live Victoriously’ global brand campaign show-reel and the chance for travellers to live-stream their own ‘winning moment’ photos while they join in the fun.
It is here also that travellers can sample the official cocktail of the US Open – the GREY GOOSE Vodka Honey Deuce. Comprised of GREY GOOSE vodka, lemonade, raspberry liqueur and topped with tennis-inspired honeydew melon balls; serving a refreshing drink and a chance to celebrate the moment before boarding their flight.
Another key feature of the campaign is the first-ever GREY GOOSE limited-edition US Open Bottle, featuring a tennis ball-design created in partnership with the USTA (United States Tennis Association). Available in the US for a limited time, the bottle is also on sale for international travellers at the T4 pop-up and inside the DFS store where the GREY GOOSE association with the US Open is further promoted at point of sale.
Emphasising the importance of a holistic consumer focus, this is the first major collaboration between the GREY GOOSE US-domestic market and travel retail as Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail, explains. “No matter where they are in the world, GREY GOOSE consumers love its versatility in cocktail-making and its association with celebrating moments that matter, big and small.
“Through the new global brand positioning campaign ‘Live Victoriously’, GREY GOOSE invites people to treat themselves as the special occasion in life. At JFK, we want to help consumers make special memories of their trip during the US Tennis Open. Whether they’ve been in the crowd at Queens or are just flying out through T4, this is a wonderful chance to enjoy the thrill of one of the most spectacular sporting events on the planet with a fantastic and memorable cocktail experience.”
Brooke Supernaw, DFS Group Senior Vice President Spirits, Wines, Tobacco, Food and Gifts, adds: “It is part of DFS’ mission to delight our discerning customers with products and experiences which are interactive, engaging and convivial. Partnering with the US Tennis Open and GREY GOOSE gives our travelling customers the chance to celebrate an iconic event and also take home a limited-edition commemorative bottle.”
Celebrating its 50th anniversary this year, the US Tennis Open is one of the world’s top tennis tournaments, featuring nail-biting matches between 250 of the sport’s greatest icons and champions. With over 700,000 patrons expected to attend the two-week tournament (26 August-8 September 2019), of whom 40% come from outside the metropolitan area and 20% from overseas, tennis fans will be in abundance at JFK Terminal 4.
The GREY GOOSE creative installation at JFK T4 was designed by Glock in London and produced and installed by retail-focused design and production agency, Bloommiami.
Copyright The Duty Free Hunter 2019