Whyte & Mackay has partnered with Dufry for the exclusive launch of Wildcat gin in travel retail. A campaign will run in the retailer’s World Duty Free stores through December until 2 January 2020.
The campaign kicked off with a special sampling event on 6 December, which was hosted by drag queen Johnny Bones. The event led to a 1,025% increase in sales of Wildcat in Heathrow Terminal 5 during the first week.
Amy Neville-Eliot, Marketing Manager, Whyte & Mackay Global Travel Retail said: “This December, we have created an unashamedly impactful presence with Wildcat’s Temptation Hotel. During such a busy, festive time of the year, our fun and engaging concept aims to break the existing gin category norms.
“Commuters and holiday-makers will be served up geo-targeted social ads inviting them to visit the activation while they’re in the airport. Consumers will also be invited to snap and share selfies in front of the key-shaped infinity mirror in order to be in with a chance to win tickets to Crystal Maze LIVE, London.”
The campaign will continue with the Temptation Hotel running at Heathrow airport into January. There will also be a Wildcat bar at Manchester Airport Terminal 1 plus a bar at Birmingham Airport, both in collaboration with Dufry.
Neville-Eliot added: “Theatrical in its appearance, The Temptation Hotel draws in passing travellers using typical ‘hotelier’ language to engage shoppers as though they are hotel clients — at the same time using tongue-in-cheek pantomime humour to build on the experience.
“Our challenge has been to engage the millennial traveller with something that really catches their eye, makes them smile and intrigues them enough to want to find out more.”
Paul Martin, Liquor Manager UK, World Duty Free commented: “This exclusive launch of Wildcat Gin has really raised the bar for experiential campaigns in this sector. The Temptation Hotel has been a huge success with shoppers and Wildcat is an exciting new launch in the booming and vital gin category.”
Wildcat 1L is now available for £31.99 ($41.49) in World Duty Free stores at select airports across the UK.