The new Bombay Sapphire ‘Stir Creativity Campaign’ has launched at Melbourne International Airport.

The campaign is the focus of an airport pop-up inviting travellers to discover the premium-plus gin, which has been the best-selling gin in GTR for the past nine years with a 25% share of the total category. (IWSR 2017).

The month-long campaign is present at four spaces which follows the travellers’ journey through departures and encourages them to explore and engage with the brand. High visual point of sale is also positioned throughout the store, according to Bacardi Global Travel Retail.

Beginning at the entrance to the walk-through Dufry store, visual messages on pillars and a digital screen ask customers how they will create their perfect Bombay tonic.

BRANDED TEASER SPACE

As travellers move through the store, they next encounter a branded teaser space, with visual light boxes. A promoter invites them to deconstruct a Bombay & Tonic twist by releasing and popping vapour bubbles to release the aromas within.

Spritz atomisers, sprayed on to Bombay Sapphire balloon glass-shaped cards, introduce them to different garnishes and inspire their creativity by stimulating their sense of smell.

Garnish jars and illuminated bottle displays act as teasers of what is to come, directing them to the Mix-it Bar to create their own Bombay & Tonic, unlocking the key to the power of personalisation; a huge global retail trend.

Next comes the moment they arrive at a large Bombay Sapphire walk-through pagoda. Here, they can takes photos on the disruptive backdrop and share with #stircreativity — the Bombay Sapphire global hashtag.

While in the pagoda consumers are invited to use shakers to release the aroma of different garnishes and learn the best way to get the most out of them.

From here, they are directed to the Bombay Sapphire take-over of the Mix it Bar — featuring a digital screen with a live in-store feed of #stircreativity photos.

Large illuminated bottle displays showcase the call to action ‘One Part gin, Three Parts You’ — the essence of the campaign which is about customisation and personalisation. Bombay Sapphire is so versatile that it can be used with any garnish or mixer to make a cocktail, suited to taste.

FINAL STAGE

The final stage is hands-on creation of their own Bombay & Tonic, recording personal choices on a co-created menu card. A flavour station, housing a range of tonics and garnishes,  unlocks consumer creativity with combinations that compliment the balance of Bombay Sapphire.

Spritz jars, soft fruit muddler jars, scent pumps and shakers encourage people to unleash their creativity. Educational cards explain how to get the most out of different garnish choices.

Once a final selection is made, the bartender uses the menu card to create an individual personalised serve. Consumers are invited to take photos of their customised Bombay & Tonic, switched up with a Bombay Sapphire  kaleidoscope lens if they prefer. Photos go straight to a live-feed screen.

On purchasing a bottle of Bombay Sapphire, shoppers are given a personalised neck- tag with their bespoke recipe and a gift-bag, inspiring them with ideas of how to share with friends.

SHOPPER JOURNEY

The shopper journey has been extended out of store into the airport’s Plaza Premium Lounge and into the Australian domestic market to downtown Melbourne City Centre at partner bar Ludlow, where signature Bombay & Tonic will be featured throughout November.

Airport shoppers spending A$65 ($48) or more receive a signature Bombay cocktail voucher to redeem at Ludlow and also at Two Johns Taphouse Bar at the airport.

The campaign is all about maximising engagement, leveraging the trend for personalisation and delivering compelling brand education at the point of decision and purchase, according to Julie Witherden, Marketing Director, Bacardi Global Travel. She explained. “Our own recipe for this campaign is ‘One part Bombay, three parts you’.

“We know just how powerful well-placed, positive disruption can be in driving conversion and the all-important impulse purchase, especially at this time of year when gifting is so prevalent.

“We’ve partnered with Dufry and Melbourne Airport to identify the optimal space, adding fun and creativity at key points on the airport journey.

“We’re very happy to see just how enthusiastically consumers are embracing the chance to unleash their creativity and to personalise their perfect Bombay Sapphire & Tonic palette, in an educational experience they can take with them after they’ve left the airport, on holiday or to downtown Melbourne and our partner bars.”