Diageo Global Travel has unveiled a dedicated activation for Tanqueray 0.0% at the World Duty Free shop in Heathrow Airport Terminal 5.
Live until the end of July, Lounge 0.0% invites departing travellers to partake in the DrinkiQ quiz to empower their decision making around responsible drinking.
Diageo brand ambassadors will be on hand to offer passengers a bespoke 0.0% boarding card on arrival.
This can be used to scan a QR code and gain access to Lounge 0.0%, where the quiz can be completed on mobile devices or via iPads installed on a pop-up bar.
RESPONSIBLE DRINKING: A TIMELY REMINDER
Travellers can present their quiz scores to enjoy a sample of Tanqueray 0.0% and claim a bespoke reusable water bottle, which also features a QR code to access the quiz.
Upon departing the space, visitors will notice a custom photo wall.
They can choose a holiday backdrop, take a ‘selfie’ and share the experience on social media channels using #AHolidayToRemember.
The installation is the latest initiative from Tanqueray 0.0%, Diageo’s new alcohol-free spirit now available in global travel retail.
ENGAGING WITH PASSENGERS PRE-FLIGHT
Dafydd Pugh Williams, Marketing and Innovation Director at Diageo Global Travel, said: “At Diageo, we want to change the way the world interacts with alcohol for the better by celebrating moderation.
“Our iconic brands are best enjoyed responsibly, and this is why we have committed to reaching one billion alcohol consumers from across the globe with positive drinking messages by 2030.
“Thanks to our collaboration with partners World Duty Free and Heathrow Airport, this activation will help us achieve this goal, as we engage with passengers pre-flight, capitalising on their dwell time and driving completion of the DrinkiQ quiz.”
Paul Martin, Category Manager for Liquor at World Duty Free, said: “Diageo is a key partner for us and we are delighted to be able to support their latest campaign activation in our World Duty Free store in Heathrow Terminal 5.
“As a leading travel retailer, we are committed to helping our customers drink responsibly and with the creation of Lounge 0.0% and an engaging quiz concept, Diageo has introduced an innovative way to remind travellers of the importance of responsible alcohol consumption.”
Fraser Brown, Retail & Property Director at Heathrow Airport, commented: “Heathrow takes a proactive approach in promoting responsible drinking and maintaining a safe and enjoyable environment for all as part of our continued commitment through the ‘One Too Many’ campaign.
“We’re delighted to partner with Diageo and World Duty Free to bring these new immersive experiences to the airport and to remind our passengers of the importance of always remaining fit to fly for a trip to remember.”