Paco Rabanne’s first-ever travel retail exclusive animation has landed at Melbourne Tullamarine International Airport Terminal 2. The activation, in partnership with Dufry, will be immersing travellers in the Paco Rabanne universe through an engaging 360-degree experience until the end of March.
Calandre, the debut fragrance from Paco Rabanne, defied traditional perfumery when it launched in 1969 – setting the wheels in motion for decades of memorable fragrances. Over 50 years later, Paco Rabanne continues to push boundaries in perfume innovation and consumer engagement.
2020 sees the launch of the captivating Paco Spaceship activation which has been created with customer experience at the forefront. The multi-line animation offers travellers a memorable shopping experience based on attraction, entertainment, discovery and gifting elements.
Upon entering the Dufry store at Melbourne Terminal 2, travellers are immediately attracted to the Paco Rabanne activation through impactful advertising on the New Generation Store screens that run the whole way around the top of the store. Travellers are welcomed further into the Paco Spaceship environment by beauty advisors dressed in metallic silver astronaut-inspired jumpsuits, designed by the Paco Rabanne fashion team. The intergalactic journey then continues when beauty advisors give travellers their exclusive ticket to space – in the form of a traffic blotter that mimics an airline boarding pass.
Once ‘onboard’ the spaceship, the retailtainment element is brought to life through an immersive game in which players must follow the rhythm of the music in order to collect points. At the end of the game, players arrive on either the Million or Victory planet, where they are prompted to discover Paco Rabanne’s best-selling fragrances via a sample.
Shoppers are left with a lasting memory of their Paco Spaceship adventure via a number of gifting elements consistent with the travel-oriented theme, including luggage stickers, travel sprays and t-shirts. Shoppers can customise their t-shirt with phrases such as ‘#pacospaceship’, ‘Paco loves Melbourne’ and ‘From Melbourne to space’ which create a strong sense of place and further memento of their trip to Melbourne. In keeping with the space theme, and rounding off the Paco Rabanne discovery experience, purchases are placed in a metallic silver gift bag.
Recording over 18 million passengers last year, Melbourne Tullamarine International Airport is the second biggest airport in Oceania for fragrance sales – making it a fitting location for Paco Rabanne’s very-first travel retail exclusive animation.
Copyright The Duty Free Hunter 2019