Quintessential Brands has unveiled its new summer campaign for Opihr Spiced London Dry Gin. The ‘Let the Taste Take you There’ initiative will make its debut in global travel retail on 27th July at London Heathrow T3.
The month-long campaign has been timed to capitalise on the high passenger numbers predicted for August, one of the busiest months of the year.
It has been designed to inspire discovery through flavour, in tandem with key visuals that reference Opihr’s Spice Route origins.
The activation aims to attract and engage with consumers using a digital ‘Spin to Win’ wheel — a first for the brand. It also highlights the ten unique botanicals that make up the gin.
This ‘Spin to Win’ digital wheel offers passengers the chance to win a selection of prizes. These include a draw for a once-in-a-lifetime safari trip for two, worth £18,000, offered in partnership with luxury travel company Abercrombie & Kent.
A dedicated tasting bar will allow passengers to sample Opihr Spiced London Dry Gin, and purchase 1-litre bottles.
‘Let the Taste Take You There’ launched domestically in June with an out-of-home campaign, taking over the London underground with bold, colourful ads designed to transport consumers to faraway places away from their daily commute.
The campaign is also being activated across the off-trade with supporting POS executions.
Quintessential Brands Global Travel Retail Regional Director Oliver Storrie noted: “Digital activations allow us to interact with travellers in a more innovative way. Digital displays create that theatre in airport that consumers are looking for when shopping for the favourite brands, or looking to discover something new.”
He added: “Opihr is a brand that is centred around exploration, discovery and trying new things, and is perfect to launch activation for in one of the world’s busiest airports, particularly during the summer months.
“The Grand Prize is truly a once-in-a-lifetime travel experience, so we are thrilled to be able to offer this safari trip to consumers and support our customers with a unique activation to drive sales during their peak travel season.”