Eyewear supplier EssilorLuxottica has partnered with Dufry to host a Polo Ralph Lauren World of Tennis store at Heathrow Airport Terminal 3.
The activity was inspired by the recent Wimbledon tennis tournament, held in London earlier this month.
Polo Ralph Lauren has been an official provider of Wimbledon attire since 2006. This year, it presented a new bespoke eyewear collection to a global audience.
EssilorLuxottica used Dufry’s Emotion+ marketing platform to drive the 360-degree omnichannel pop-up in support of the launch.
Since 28 June, travelling customers have been invited to take part in a try-on experience at the World of Tennis store.
Passengers are encouraged to engage with the brand at every stage of their journey. Reserve and collect is available ahead of travel, with an expansive social media campaign running alongside.
Once they reach Heathrow T3, a digital screen takeover throughout the terminal informs travellers about the activation.
On arrival at the pop-up, visitors are treated to the “full Wimbledon experience”. They are encouraged to try on sunglasses in a magical mirror which transports them to the tournament.
Each pair of Polo Ralph Lauren sunglasses triggers a unique Wimbledon background.
Passengers can scan a QR code to save and share selfies taken with the mirror, and turn them into GIFs.
In addition to the Heathrow T3 activity, high performance promotional spaces are also running at Stansted Airport.
Polo Ralph Lauren World of Tennis: ‘Unforgettable experience’
“Inspired by the unifying nature of sports, which brings people together and fosters interaction, we embarked on a collaborative journey with our esteemed partners at Dufry,” said Alessio Crivelli, Global Travel Retail Director at EssilorLuxottica.
“Leveraging their powerful Emotion+ offering, our aim was to create an unparalleled and unforgettable experience for travellers, one that reveres tradition, timeless style, sportsmanship, and elegance – values deeply ingrained in both Wimbledon and Polo Ralph Lauren.
“Our campaign seamlessly combines cutting-edge digital innovation with meticulous attention to detail, allowing passengers to be transported to the captivating world of Wimbledon and leaving them with cherished and enduring memories of their encounter with our exquisite Polo Ralph Lauren sunglasses.”
Yigit Durna, Global Head of Sunglasses at Dufry, added: “We are delighted to have worked on this project with EssilorLuxottica, to make this unique and exciting campaign come alive, across all of our platforms, in-store and online.
“It is thrilling to be part of many travellers’ Wimbledon experience, hand-in-hand with one of the most prestigious apparel brands of all time, that have such a special history with the tournament.
“We very much look forward to welcoming our customers to this experience in-store.”
At last year’s TFWA World Exhibition, held in Cannes, EssilorLuxottica renewed its commitment to the GTR channel, saying “innovation is at the heart” of the company’s growth trajectory.