Grey Goose Vodka, the official vodka of the US Tennis Open since 2006 and DFS Group have launched a new shopper marketing campaign at New York John F Kennedy International Airport Terminal 4 (19 August to 30 September 2019).

The campaign is the first Grey Goose programme integrating travel retail with US domestic market activity. According to Bacardi Global Travel Retail, the promotion connects with local and visiting consumers in New York, on their travels through JFK and on transfer routes between airport and city and at the tournament itself.

Grey Goose, the number one premium vodka in GTR (IWSR 2018) grew +9.6% (IWSR 2018).

DIGITAL AND PHYSICAL CAMPAIGN

The partnership between Bacardi Global Travel Retail and DFS has yielded an integrated digital and physical campaign communicated at multiple touch-points. This engages travellers with Grey Goose and the US Tennis Open on their journey through the terminal.

Located on the concourse outside the DFS store, customers can enjoy a tennis-court inspired bar and pop-up retail unit. The installation features a large media screen which showed live matches from the tournament, the Grey Goose ‘Live Victoriously’ global brand campaign show-reel and the chance for travellers to live-stream their own ‘winning moment’ photos.

Travellers can also sample the official US Open cocktail — the Grey Goose Vodka Honey Deuce. This comprises Grey Goose vodka, lemonade and raspberry liqueur and is topped with tennis-inspired honeydew melon balls.

Also part of the campaign is the first-ever Grey Goose limited-edition US Open Bottle. This features a tennis ball-design created in partnership with the United States Tennis Association. Available in the US for a limited time, the bottle is also on sale for international travellers at the Terminal 5 pop-up and inside the DFS store, where the Grey Goose association with the US Open is further promoted at point of sale.

The Grey Goose installation in JFK Terminal 4 was designed by Glock in London and produced and installed by retail-focused design and production agency Bloommiami. Around 700,000 fans were expected to attend the two-week tennis tournament, of whom 40% were expected to have come from outside the Metropolitan area and 20% from overseas.

Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail said:  “No matter where they are in the world, Grey Goose consumers love its versatility in cocktail-making and its association with celebrating moments that matter, big and small.

“Through the new global brand positioning campaign ‘Live Victoriously’, Grey Goose invites people to treat themselves as the special occasion in life. At JFK, we want to help consumers make special memories of their trip during the US Tennis Open.

“Whether they’ve been in the crowd at Queens or are just flying out through T4, this is a wonderful chance to enjoy the thrill of one of the most spectacular sporting events on the planet with a fantastic and memorable cocktail experience.”

Brooke Supernaw, DFS Group Senior Vice President Spirits, Wines, Tobacco, Food and Gifts, added: “It is part of DFS’ mission to delight our discerning customers with products and experiences which are interactive, engaging and convivial. Partnering with the US Tennis Open and Grey Goose gives our travelling customers the chance to celebrate an iconic event and also take home a limited-edition commemorative bottle.”