CTC-ARI Airports has launched the latest and fourth version of its innovative promotional campaign entitled 'Amazing Days at the Airport' with a 'Mission to Monte Carlo' at Larnaca and Pafos Airports.
This has been designed to maximise penetration and customer spend in a novel way, through a partnership between all the commercial operators and key airport operators, with 'Trinity' thinking seeking to offer dream holidays to customers, while also aiming to provide a level of 'Retailtainment' rarely seen in airports.
Retail and Marketing Head Martin Mullen commented: ‘We have maintained the creativity with the campaign to really excite passengers. We have settled on the idea of offering holidays of a lifetime to our customers since the inception of the promotion last year. These have proved to be extremely successful in relation to passenger interaction and enjoyment, plus it has seen good results commercially.
‘The first location in the series was Las Vegas and it was our inaugural 'Viva Las Vegas' campaign that really set the scene for the promotions that came along afterwards. We followed this up within the summer with three chances to win a cruise on premier cruise line MSC and at the end of the year we had a magical Christmas campaign with the winning prize being a trip to Euro Disney Paris for a family of four.
‘We intend to carry on with the 'Amazing Days' format in 2009 and we have planned some fantastic locations for the upcoming ones for this year – especially around the opening of the new airport in Larnaka in November 2009.’
CTC-ARI says that the lucky winner will win a trip for two to Monte Carlo, including the use of a stretch limo with Champagne which will pick them up from their home, and transfer to/from airports, business class flights, accommodation in the luxurious Port Palace Hotel and E.2,000 ($2,585) in spending money.
‘There are also several supplier promotions occurring throughout the 'Mission to Monte Carlo' says the company. ‘We have created some great visuals which are all over the airport. The campaign is also being supported by advertising on radio, outdoor advertising and local print media. Apart from some really amazing prizes we have really pushed the envelope in terms of developing additional spend and penetration by including other key travel operators in the promotion.’
Sponsors include Austrian Airlines, Top Kinisis Travel [the largest Cypriot outbound travel agent], and Hermes Airports. Key sponsors are supporting the campaign by maximising communication to their customers in various ways and featuring it on their respective websites.
Mullen continued: ‘One of the more unique aspects of this promotion is that we have also included the food & beverage operator in the promotion. Uniquely, any purchases made in any of the commercial areas in either Larnaka or Pafos Airports will count for inclusion in the draw. For every E.35 ($45) that passengers spend in any of the retail or F&B outlets, they will gain an entry ticket [customers can combine receipts from all outlets to maximise their chances]. Therefore F&B customers who may have not previously visited the shops are encouraged to do so and vice versa.’
In Monte Carlo style, customers also have the opportunity to increase their vouchers. A bespoke roulette table has been constructed and is strategically located after passport control. The customers have the opportunity to increase their chances of winning the grand prize.
When customers collect their vouchers from the Vegas desk they have the choice to bet them at the 'Double or Nothing' roulette table. To simplify matters customers only have the choice of red or black and if they win they double their vouchers. There is also a Lucky Number promotion – if certain numbers come up all players at the table win instant prizes.
Mullen said: ‘The roulette wheel as you come through from passport control has proven to be an amazing promotional tool, creating a real buzz with people flocking around it. When you get a crowd it is real fun with everyone entering into the spirit of the promotion. One of the more amazing successes of this has been the fact that a lot of passengers are actually asking how they can get involved. This is a real success for me as it was the reason for its development. People are having fun.
‘Overall I think the promotion is daring and is generating some real pizzazz and 'Retailtainment'. The response from passengers has been positive and immediate. The start has been fantastic and the feedback really great. We hope that this promotion will be a huge success as it really has been an ambitious endeavour in terms of scale and also from the perspective of involving so many partners in the travel channel.’