Belgian Chocolatier Godiva launched its limited edition ?Truffes Dessert? Collection in travel retail last March and the company says that its collaboration with Belgian Sky Shops at Brussels International Airport has been 'outstanding'.

Godiva says that the promotion took place during at both terminals during the launch month, forming part of a series running at airports internationally to support the introduction of Godiva?s Truffes Dessert collection.

The company said: ‘High visibility played a significant part. In Terminal B a ?theatre? stage showed a dining setting with giant sized Dessert Truffes playing the star role. Above the dining table a revolving chandelier grabbed the attention of passers-by; a flat screen showed a crackling open fire adding to the coziness of the scene, while the air was filled with Mozart?s vibrant notes.

‘In Terminal A and B, mock truffle footsteps were installed on the floor between the chocolate counter and the main duty free store. Here the promotion was advertised in the main shop window using giant-sized versions of the chocolates, positioned on raised dessert plates with a giant placard announcing ?dessert anyone?? Inside the shops, a three-tier round podium displayed the collection.

‘Additionally, full time sales promoters sampled the collection and supportive advertising ran on the cover of the airport duty free 'Skydeals' magazine and on departure/gate screens in both terminals.’

The company adds that 'this exceptional promotion project' was a joint venture between Godiva Europe and the BSS? Marketing team.

Bettina Van Buynder, Travel Retail Manager North Europe Godiva said: ?Together BSS and Godiva successfully implemented a highly creative promotional concept within Zaventem Airport. Travellers were enticed by the luxurious and relaxing 'home setting' placed within a hectic airport environment. This unusual approach helped us to draw a great deal of attention to the launch of our limited edition Dessert Truffles collection. Sales results also met our ambitious objectives, greatly assisted by the BSS Staff who were valuable ambassadors of this collection to shoppers.?

Hans Darmont, Purchasing Manager, Belgian Sky Shops said: ?The theatre dedicated to the launch of Godiva?s Truffles Dessert at Belgian Sky Shops was very original and highly innovative. This terrific installation was a perfect fit to explain the concept and most certainly caught the attention of any passer by. A result of an excellent cooperation between both Godiva?s and Belgian Sky Shops? teams, made the launch of this delicious product a tremendous success.?