Pernod Ricard Travel Retail Europe will be installing a G.H.Mumm, exclusive pop-up shop in the Aelia Duty Free store at Nice airport in time for this year’s F1 Grand Prix in Monaco.
Launching on 1 May 2014, the premium brand space will be open to travellers for two months, closing its doors on 30 June 2014.
“The activation will focus on G.H.Mumm’s innovative and educative platform, Champagne Protocoles de G.H.Mumm to cover every ritual linked with champagne from choosing the perfect wine to the appropriate temperatures and even the best food pairings, in order to help travellers discover the perfect way to enjoy champagne during the exciting summer sporting season and beyond,” says PRTR.
PPTR says it will increase the brand’s visibility with ‘product glorifiers’ which will showcase a key selection of the G.H.Mumm range including Cordon Rouge, Rosé, Blanc de Blancs Mumm de Cramant and Mumm Cordon Rouge Twin Pack.
iPads installed with the G.H.Mumm ‘Champagne Protocoles app’ will encourage travellers to share the brand’s rituals on social media platforms. In addition, travellers will be able to purchase in-store G.H.Mumm Cordon Rouge Fresh value-added packaging, featuring a cooling jacket, which echoes the colour and design of the bottle.
“G.H.Mumm is always associated with celebration and toasting to momentous occasions, which is why we’ve timed our pop-up activation to coincide with the Monaco Grand Prix,” said Jenny Shipton Marketing Director at Pernod Ricard Travel Retail Europe.
“We also saw this as the perfect occasion to invite consumers to engage with our Champagnes Protocoles platform and guide them to make the most out of their most cherished of occasions. G.H.Mumm is already the official champagne for the F1 and so we are confident this new activation will allow us to further drive visibility and awareness amongst brand fans travelling through Nice airport at this peak time of the year.”