Bombay Sapphire and Heinemann Australia have partnered to launch a new pop up at Sydney Airport, ahead of the peak gin and tonic summer season in Australia, where travellers can even create their own Bombay Sapphire cocktails. 

 

The installation, which launched on 9 November and runs through to 6 January 2020, serves to promote the latest Bombay Sapphire expression, the Limited Edition English Estate.

 

“The ‘Stir Creativity’ experience engages with the traveller throughout the travel journey at multiple touchpoints, including collaboration with social media influencers, digital displays on key transport routes into and out of the airport, campaign branding on laptop trays in the airport security zone and dynamic digital screens strategically positioned in the departures lounge,” says Bacardi Global Travel Retail.

 

The campaign continues in airport bars and the AMEX lounge with a special focus on Bombay Sapphire cocktails

 

A MULTI-SENSORIAL STORY

The key retail theatre is in Terminal 1, inside the Heinemann Tax & Duty Free store after security, where signposting and brand engagement mirror the passenger journey, first welcoming them to a neon glasshouse.

This is a contemporary re-interpretation of the Bombay Sapphire distillery’s famous glasshouse at Laverstoke Mill in the heart of the English countryside.

 

“Stepping inside, you are instantly drawn to a captivating display of cascading vapour droplets that also reveal the subtle aromas of the botanicals used in the Bombay Sapphire recipe,” says Bacardi GTR.

 

“Moving on through the space, the multi-sensorial story brings the sound of streaming water as vapour diffuses from a botanical fountain, engaging travellers with the essential recipe highlights in Bombay Sapphire English Estate.”

 

Launched in June 2019, this limited edition is a summer-inspired gin ‘capturing the essence of the English Countryside’ that surrounds Laverstoke Mill.

 

‘A BEACON FOR THE GIN CATEGORY’

In a final flourish, travellers are given the chance to create their own cocktail and to take advantage of a guided sampling through variations of the perfect Bombay Sapphire & Tonic or a Bombay Sapphire English Estate cocktail, with a choice of aroma profiles dispensed from vapour taps.

 

On several days, there are guest appearances from some of Sydney’s leading bartenders to inspire consumers with Bombay Sapphire recipe ideas to download from a QR code.

 

“Bombay Sapphire is a significant beacon for the gin category and we are accelerating performance for our retail customers with original and immersive campaigns like this,” says Gaurav Joshi, Regional Director Asia Pacific, Bacardi Global Travel Retail.

 

“The campaign hits key sweet-spots on the extended airport journey, enabling us to leverage our relationship with existing Bombay Sapphire lovers from the Australia domestic market as well as stimulating curiosity and brand trial to drive the rate of spontaneous purchases.”

 

Heinemann Australia Managing Director Richard Goodman says: “We are passionate about giving our passengers a positive airport experience. This is such a colourful and appealing summer campaign and we are thrilled to partner with Bombay Sapphire – a leading brand in the gin category and one of the most popular brands in Australia – with such an innovative and engaging retail theatre that I am confident will drive sales.”