Nice Côte d’Azur International Airport seeks six brands for one-year pop-ups

By Andrew Pentol |

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Developing brands have the opportunity to benefit from Nice Airport’s long-standing pop-up initiative.

Nice Côte d’Azur Airport is seeking six brands to operate pop-ups for 12 months from 1 April 2020 to 31 March 2021.

For the eighth consecutive year, the airport is giving developing brands the opportunity to benefit from one-year marketing opportunities and gain international exposure. The deadline for submissions is Friday 25 October at 4:00 pm.

Initiated in 2012, the pop-ups have given around 60 brands the opportunity to develop and test their offers to gain market share.

‘NON STANDARD’ OFFER REQUIRED

Located in the centre of the terminals, the next pop-ups will represent a complementary offer alongside existing major and international brands. According to the airport, organic, health and eco-friendly products could enhance the commercial offer.

These temporary sales areas support Aéroports de la Côte d’Azur group’s strategy of giving travellers the most surprising shopping experience of all European airports. Potential pop-up operators must provide passengers with a ‘differentiating, non-standard offer’ conveying the values and know-how of the surrounding region.

Last year, the airport handled 13.85 million travellers and is expecting to exceed 14 million in 2019. Forty-six percent of travellers are in the high-income bracket and 57% are international.

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Even high-profile brands such as Swedish company Daniel Wellington seem to benefit from pop-up opportunities at Nice Airport.

Filip Soete, Director Commercial Business Unit, Aéroports de la Côte d’Azur said: “Nice Côte d’Azur Airport is intended to serve as a link between the Riviera and the rest of the world. More than a showcase, for young brands, it provides a laboratory in which to test their identity, territory and environment in order to recruit new customers and even ambassadors.

“We see this as a stepping stone, since we provide comprehensive support and promotion for these brands to our passengers to support their visibility and performance.”

Sébastien Dameno, founder of Mr. Albert, which opened a pop-up shop at the airport around 16 months ago commented: “We are very happy with the experience, which has taught us a lot in every way. Being part of Nice Côte d’Azur Airport is a great springboard for getting your reputation off the ground and learning how to manage a large flow of customers.

“We have grown with the venture and our brand is now ready to be deployed in a national network.”

 

 

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