Bacardi Global Travel Retail and Lagardère Travel Retail are partnering in a digital campaign targeting millennials at London Luton and London City Airports from today until the end of September.

Celebrating the launch of Bacardi Añejo Cuatro, invitations are served direct to mobile devices with incentives to explore the new launch in-store.

Bacardi Añejo Cuatro (‘four’ in Spanish paying homage to the brand’s Cuban roots) is a new premium rum, barrel-aged undisturbed under the Caribbean sun, for a minimum of four years and has flavours of mild vanilla, toasted oak, clove and honey.

It has been created in collaboration with Bacardi’s master blenders who shape and craft all the products in the Bacardi portfolio. They are chosen and trained under the stewardship of seven generations of rum-making expertise.

MOBILE INVITATION

The mobile invitation encourages travellers to download a barcode (on completion of the on-line legal drinking age gateway) and to present it in-store to receive their complimentary sample bottle of Bacardi Añejo Cuatro.

Two mechanics are being tested, to provide learnings of passenger behaviour and redemption rates for future campaigns. Some passengers will receive the invitation offering a complimentary sample.

Others will be invited to purchase a Bacardi product in order to receive a complimentary sample of Bacardi Añejo Cuatro. Throughout the campaign real-time learnings will actively direct the ratio of the two different mechanics, to maximize the effectiveness of the campaign.

Additionally, at London City Airport (left) in September, anyone using the airport’s free wi-fi will see a message on the landing page inviting them to download a code and present it in the Aelia Duty Free store for a sample bottle of Bacardi Añejo Cuatro.

Bacardi Global Travel Retail is committed to developing digital campaigns that engage directly with shoppers. Julie Winterden, Marketing Director, Bacardi Global Travel Retail explained: “This approach is especially powerful in helping us engage shoppers with new launches and contemporary premium brands like Bacardi Añejo Cuatro.

“Connecting with travellers at key points along their journey, to and through the airport, is a sweet-spot for timely engagement which can unlock incremental sales.”

She added: “We know that millennials who represent over 20% of the entire population (source: Nielsen’s Total Audience 2017) will choose to enter a store when there’s the right kind of disruptive, engaging experience, preferably one integrating digital and physical worlds.

KEY STRATEGY

“This is a key strategy for Bacardi Global Travel Retail and, where we have the right space and shared partnership approach with retailers such as Lagardère, the results are proven to drive conversion and incremental sales.”

Amaury Dehen, Managing Director of Lagardère Travel Retail UK & Ireland commented: “Lagardère Travel Retail has always been committed to delivering the ultimate customer experience in our retail stores.

“We’re excited to enhance the customer experience at London City and London Luton airports and to have worked with our partner Bacardi to bring some excitement to the passengers via the use of technology to redeem free samples of Bacardi Añejo Cuatroin our stores.”