Bacardi Global Travel Retail has partnered with World Duty Free/Dufry at Barcelona Airport (Terminal 1) to create a dynamic Williams Martini Racing activation for MARTINI, building on the success of last year’s campaign. MARTINI is the world’s best-selling Italian vermouth brand (IWSR 2015) and is driving growth worldwide through innovation.
The month-long spectacular, launched 10 May, is focused on the FORMULA 1 GRAN PREMIO DE ESPAÑA PIRELLI 2017 which took place at the legendary Circuit de Barcelona-Catalunya on 14 May. The race attracts motorsport enthusiasts from across the world, and around 180,000 race-goers departed the airport on the weekend of the race, with the majority passing through Terminal 1.
This is a dramatic campaign that first grabs shopper attention in front of the main store on the concourse in a multi-sensory brand experience, vividly conveying the effortlessly stylish MARTINI lifestyle:
• An unmissable full-scale Williams Martini Racing show car is positioned in front of a large video wall showing the latest brand films from MARTINI, depicting the Italian spirit of ‘Gioia di Vivere’ (‘joy of living’) and ‘Play with Time’ – a new brand campaign celebrating that time spent with friends is time well spent.
• A sampling bar offers a choice of three classic MARTINI serves: MARTINI Bianco and Tonic, MARTINI Rosso and Tonic and Prosecco on ice. Skilled bar staff engage with shoppers to further enhance the fun of the occasion and share recipe cards to encourage high quality aperitivo-making at home.
• The concourse display also features a racing-inspired podium photo opportunity inviting shoppers to step up and feel the thrill of the winner’s experience. A range of photo props, including branded race helmets and a winner’s wreath, help shoppers strike a racing legend pose in front of the car, on the podium or against the colourful video backdrop.
• Shoppers are invited to share their winning MARTINI moments with the digital world by checking-in on social media platforms with the campaign hashtags #MartiniRacing and #PlayWithTime.
Fresh from their podium poses shoppers can go on to explore in-store and engage again with the MARTINI lifestyle at an additional aperitivo sampling bar, designed to share and connect elements from the global MARTINI Terrazza concept, which creates stunning destination bars in key city centres, including Barcelona.
Aude Bourdier-Rocourt, Regional Director Europe, Bacardi Global Travel Retail, comments: “The Williams Martini Racing car is a stunning first sight for travellers entering the departures area. The uniqueness of the Travel Retail channel helps us reach our audience in different ways like this powerful activation, making this an engaging and sharply targeted campaign.”
David de Miguel, Global Category Head – Liquor at Dufry, adds: “This is one of the most exciting times of year for us in our Barcelona store as we get ready for the summer season, and we’re really pleased at how this activation with MARTINI brings both glamour and drama in an unforgettable experience for our shoppers. It’s the type of partnership that we are delighted to collaborate in, with the joint goal of our passengers receiving an unforgettable experience; in the case of this event a fantastic combination of the thrill of the race and the glamour of MARTINI lifestyle, tempting travelers to mark the occasion with a purchase.”
The brand’s links to motorsport first began in 1968 with the creation of MARTINI Racing and the recent bottle and pack re-design blends design detail featured on MARTINI bottles from the mid-19th century with a return of the iconic MARTINI racing stripes.