Gatwick premiere for Rogue One: Star Wars with WDF

By Charlotte Turner |

Eugenio-Andrades-CEO-WDF-leadIn an activation classed as a ‘European first’, Dufry-owned World Duty Free, Disney and Gatwick Airport have kicked off a six-week long programme of experiential activations ‘on airport’, promoting the forthcoming film release of ‘Rogue One: A Star Wars Story’ on 15th December. [As reported by TRBusiness this morning on Twitter.]

 

Targeting the passenger at every touch point on their journey – from car park to departure lounge and World Duty Free store – this really is a tremendous feat in end-to-end marketing, made possible by all three collaborators and boosted by a strong social media strategy.

 

Exclusive video interviews with Dufry’s Divisional CEO UK, Central and Eastern Europe, Eugenio Andrades and Gatwick Airport CEO, Stewart Wingate to appear on TRBusiness.com shortly.

 

At today’s launch event in the World Duty Free store in Gatwick South Terminal – attended by stormtroopers and Death Troopers – ‘influential YouTuber’ and ‘avid Star Wars fan’ Jack Maynard, revealed the airport transformation, which has been months in the planning.

 

World Duty Free executives assured journalists attending the event that something ‘really big’ related to the film was going to take place in the coming weeks.

 

Walkways from main car parks feature floor-to-ceiling graphics from the new film and give a taste of what’s to come in the main terminal buildings through digital and instore media.

 

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‘Influential YouTuber’ and ‘avid Star Wars fan’ Jack Maynard, revealed the airport transformation, which has been months in the planning.

 

“Once airside in Gatwick South, passengers will discover the costumes of the five main ‘Rogue One: A Star Wars Story’ characters Jyn Erso (played by Academy Award nominee Felicity Jones), Captain Cassian Andor (Diego Luna), Bodhi Rock (Riz Ahmed), Chirrut Imwe (Donnie Yen), Baze Malbus (Jiang Wen), grouped together and can interact with them, taking selfies or being photographed by family and friends,” says WDF.

 

VIRTUAL REALITY

“Inside the World Duty Free store, customers will have the opportunity to discover a digital glimpse of ‘Rogue One: A Star Wars Story’ with the installation of a virtual reality (VR) experience; ‘Rogue One: Recon’ in the store’s Contentainment area.

 

“Once seated and wearing the VR helmet provided, customers will find themselves fully immersed in the world of ‘Rogue One: A Star Wars Story’, and experience it as an exciting ‘first’ before it appears in cinemas from 15th December.”

 

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“As the leading global travel retailer, our goal is to give our customers newness, exclusivity and memorable experiences and products,” says Eugenio Andrades, CEO for UK and North Europe for Dufry.

 

In store, customers will find travel exclusive Star Wars fragrance sets, a range of 50ml Star Wars fragrances and an extensive range of Lego sets; including large boxed products which can be reserved in store and collected on return.

 

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Gatwick Chief Executive Stewart Wingate said: “We are delighted to be hosting this unique in terminal experience alongside Disney and World Duty Free.”

 

Commenting on the launch, Eugenio Andrades Divisional CEO UK, Central and Eastern Europe at Dufry said: “As the leading global travel retailer, our goal is to give our customers newness, exclusivity and memorable experiences and products.

 

EXPOSURE TO 5.3M PASSENGERS

“This activation more than delivers against all these objectives. It also demonstrates the scale of reach we can deliver to brand partners such as Disney and Lucasfilm and the value of being able to directly target a truly international audience in the airport environment.

 

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Once airside in Gatwick South, passengers will discover the costumes of the five main ‘Rogue One: A Star Wars Story’ characters.

 

“Our special thanks go to Gatwick airport, who have worked in close partnership with ourselves, Disney and Lucasfilm to facilitate the installation of this experiential activity and amplify it at all relevant points on the customer journey.

 

“This ‘trinity’ approach has enabled us to align our individual objectives and stage a spectacular experiential activity which will be seen by 5.3m people who will be visiting the airport and our store between now and 17th January.”

 

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Star Wars characters storm the tunnels at Gatwick airport: The activation is really a master class in end-to-end marketing.

 

Gatwick Chief Executive Stewart Wingate said: “We are delighted to be hosting this unique in terminal experience alongside Disney and World Duty Free.

 

“Gatwick is always looking for ways to enhance our passengers’ journeys and in bringing this interactive experience from the globally recognised Star Wars film franchise to our international customer base, we look forward to getting their journeys off to an exciting start.”

 

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Once seated and wearing the VR helmet provided, customers will find themselves fully immersed in the world of ‘Rogue One: A Star Wars Story’.

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