Anchoring the Sydney campaign is a 24sq m pop-up in Terminal 1.

Rabanne is marking the introduction of its new feminine fragrance Million Gold For Her Parfum with a two-month omnichannel takeover campaign at Sydney International Airport, running until 6^th November.

The 360-degree online to offline campaign targets travellers at different touchpoints in the airport journey, harnessing both retailtainment and digital elements.

At heart of the campaign is a high-profile 24sq m pop-up space in Terminal 1 Departures. Adorned in gold and featuring a fashion-inspired display, the pop-up aims to encapsulate the fragrance’s party vibe. It also debuts Rabanne’s signature 1969 bags at Sydney Airport.

Rabanne pop-up invites passengers to party

Travellers at the location are invited to engage with the campaign through an interactive night club photobooth. The party theme continues at the fragrance discovery bar, which offers “golden shots” designed to guide shoppers to their perfect Million fragrance match.

Options include Golden King (1 Million EDT), Golden Goddess (Million Gold For Her Eau de Parfum, Fiery King (Million Gold) and Night Queen (Million Gold For Her Parfum). Passengers who purchase two Rabanne Million fragrances are eligible for a personalised keyring GWP.

The party theme continues at the fragrance discovery bar, which offers “golden shots” to guide shoppers to their perfect Million fragrance match.

A comprehensive digital campaign is driving awareness of the Million Gold For Her Parfum launch and in-store pop-up via communications on Heinemann Duty Free’s EDM and Rabanne’s Meta and TikTok platforms. Visibility is further boosted by the Million Gold For Her 3D-like campaign video, which is being displayed on prominent digital screens near the pop-up.

Puig Executive VP Global Travel Retail Kaatje Noens commented: “In recent years, Rabanne has built a reputation for captivating consumers in travel retail with showstopping activations that unite the Maison’s fashion and fragrance lines.

To encourage conversion, passengers who purchase two Rabanne Million fragrances are eligible for a personalised keyring GWP.

“This latest campaign at Sydney Airport once again demonstrates the brand’s commitment to delivering exceptional fragrance discovery experiences in the channel that leave a lasting memory with travellers.”

Million Gold for Her Parfum reinvents Rabanne’s iconic floral fragrance with a new fiery intensity. The juice combines sandalwood with a floral accord of jasmine absolute and solar ylang ylang.

It is presented in a sleek, multi-faceted flacon featuring a subtle smoky glaze, and finished with the Maison’s signature XL link detail.

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