News just in – At the recent TFWA World Exhibition & Conference 2015, Pernod Ricard Travel Retail Europe picked up the award for Digital Innovation of the Year for its Beefeater Gin – Spirit of London campaign at the annual Frontier Awards. The campaign was designed to launch the Beefeater Gin – Spirit of London 2014 Limited Edition bottle to Travel Retail, engaging with travellers throughout the Travel Trail to take them on a unique and digitally interactive ‘Beefeater Gin Journey’.
The 360° campaign initiated #SpiritofLondon across all Travel Trail points and involved , digital, airside, experiential POS and media to bring the London heritage of Beefeater Gin to life. It included a Beefeater Gin pop-up bar experience, dedicated hashtag for consumer engagement and social media targeting which translated into real time conversations with travellers using #Gatwick and live-tweeting from the pop-up.
A dedicated @BeefeaterGinExperience Instagram page also encouraged travellers to share their snaps online and posted onto an interactive CTT Instagram digital wall within the World Duty Free Group shop.
The Beefeater Gin – Spirit of London digital campaign achieved measurable results and raised the profile of Beefeater Gin in the Travel Retail environment and the digital realm, with direct impact on sales results.