Williams Martini F1 activation flies into Frankfurt Airport

By Caroline Sargent |

Following the relaunch of Martini Formula One Racing with principal partner Williams back in March, Bacardi Global Travel Retail has teamed up with Heinemann Duty Free to stage a major F1 themed activation for Martini at Frankfurt Airport’s Terminal 1A+/A.


With 58 million passengers per year and set to be the main arrival airport for fans attending the German F1 Grand Prix at Hockenheim (18-20 July), Frankfurt Airport is a prime location for the Williams Martini Racing campaign to launch from; this highly visual activation with the branded Mercedes-powered Williams FW36 car at its heart will run 3 July – 4 August from the Heinemann main duty free store.


The dynamic car display is flanked by an extensive lifestyle campaign, reaching travellers with several strong in-store theatre activations: in the busy atrium area outside the Heinemann main store, the airport’s gate shuttle caddies will be decked out in the distinctive Williams Martini Racing colours, offering passengers a memorable shuttle service to the gates.


Inside the store a stylish tasting bar will entice with its complete Martini product range and selection of ‘dolce vita’ cocktails, including the principal serve: the classic Martini Royale – a subtle blend of Martini Bianco, Martini Prosecco, lime wedges and ice, finished with a sprig of fresh mint.


F1 fans have the opportunity to purchase original Williams Martini Racing clothing and accessories, including the branded Rain Jacket – a Heinemann exclusive in global travel retail – while traveller engagement is escalated through a free prize draw that offers the chance to win signed racing memorabilia and tickets to the 2014 Italian F1 Grand Prix, 9 September at the legendary Monza circuit.


Aude Rocourt, Regional Director for Europe for Bacardi Global Travel Retail, remarks, “This major activation is one of the most extensive travel retail presentations ever made for the Martini brand and we are proud to see Frankfurt as the first airport location to feature the stunning Williams Martini Racing F1 race car. The scale and quality of the activity demonstrates the continuing strength of our relationship with Heinemann Duty Free, building further on the considerable success of last year’s activity, which was the largest seen in the category in 2013.”


Rüdiger Stelkens, Purchase Director LTC at Gebr. Heinemann, adds, “We have invested very strongly in developing our stores and this activation with Martini is a demonstration of our commitment to developing extraordinary experiences for the shopper at Frankfurt. The exclusive presence of the Williams Martini Racing team car is another ‘first’ for Heinemann Duty Free and we are delighted to work with Bacardi Global Travel Retail in creating a truly original and highly engaging activation that reaches the target traveller in so many different and exciting ways.”


Bacardi Global Travel Retail’s insight programme shows that interest in F1 among the key target profile of 21-34 year-olds averages 67% across key nationalities, including German nationals, providing a huge audience among Frankfurt’s passenger traffic that can be reached across the range of the activation’s engagement points.

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