UK-based Blackjack Promotions has partnered with Dufry to launch its first augmented reality (AR) campaign, a family-focused treasure hunt initiative. 

The travel retail and brand experience specialist is running the experience in London Stansted and Manchester World Duty Free Stores during the peak summer season. 

Developed entirely in-house, the objective of the smart phone-based AR activity is to entertain children as they travel through the stores. 

Families are invited to scan a QR code on their smartphone. Once live, animals will come to life on screen as the users capture clues.

Each clue leads to a number on a postcard. On completion, children can claim an activity prize.

The campaign, which launched earlier this month, attracted over 1,000 families in its first 10 days. It will remain live until 27 August 2023.

Blackjack Promotions: an ‘incredibly exciting’ campaign

“As we approached a busy summer period we set ourselves a challenge to come up with a creative concept that would help families travelling with children enjoy the airport experience even more,” said Leanne Nutter, Brand and Retail Director at Blackjack Promotions. 

“We understand that travelling, particularly with young children, can sometimes be difficult especially if flights are in the early hours or unavoidably delayed. It’s important that we help take some of that stress away.

“Developing the entire idea from concept to execution, and building all of the augmented reality in-house, has been incredibly exciting and certainly sets the bar for future campaigns.”

Eve Fifer, Dufry UK Commercial Director, added: “Blackjack Promotions are a trusted partner with whom we have worked for 20 years, so when they came to us with this idea, we knew it would be a success.

“Blackjack Promotions has extensive experience in delivering exceptional experiential solutions. 

“The team truly understands their clients’ needs and this immersive concept is the perfect example of how the team takes that understanding and delivers a campaign that captivates and engages the audience.”

Blackjack Promotions’ head of client services Kim De Vito spoke to TRBusiness ahead of International Women’s Day to highlight some of the biggest structural challenges faced by women working in travel retail.