Puig has entered into a cross-category promotional partnership with Martini and Gebr Heinemann to celebrate the launch of Paco Rabanne’s new 1 Million cologne for men at Istanbul Atatürk Airport.

The novel ‘Break the Bank’ promotion was developed exclusively in partnership with Gebr Heineman and Martini, to promote Paco Rabanne’s 1 Million fragrance throughout September in the concourse, directly outside Gebr Heinemann’s main ATÜ Duty Free store.

ATÜ Duty Free is a joint venture retail brand owned by TAV Airports Holdings and Unifree Duty Free, in which Gebr Heinemann is the majority shareholder.

The 20sq m promotional space features two Paco Rabanne branded arches, highlighting the 1 Million and Lady Million ranges, as well as a Martini bar – serving prosecco – with a gold countertop, which complements the familiar Paco Rabanne gold branding.

Central to the promotion is a gold vault with six in-built safe boxes for the ‘Break the Bank’ game, which gives passengers the opportunity to win an instant prize if they are able to open one of the safe boxes. Prizes include 1 Million and Lady Million samples, miniatures, a travel bag and tastings of a range of Martini cocktails.

Puig General Manager Travel Retail Europe, Christophe Mot said: “Puig continues to deliver strong retailtainment value to the perfumes category with this exclusive ‘Break the Bank’ activation for Paco Rabanne’s hit Million franchise.

“We’ve had good successes with cross-category initiatives in the past, and we believe that collaborating with the world-famous Martini brand and our longstanding partner Gebr Heinemann will help drive awareness among both male and female consumers, creating a win-win-win for all.”

Katja Diehr, Gebr Heinemann Head of Activity Management Perfumes, Cosmetics and Accessories said: “The concept delivers a new experience and excitement to our customers. It creates a synergy between two categories and drives traffic to our store – that is exactly what we are looking for.”