According to Bacardi, 30,000 consumers engaged directly with its Grey Goose Winter Marché campaign in JFK Terminal 4, throughout December 2018 and over the new year holiday period.

By partnering with a small group of professional social influencers, combined coverage of the campaign via various social media platforms reached 8.1m potential impressions, adds Bacardi. In addition, 80% of those visiting the stand said it had a positive influence on their opinion of Grey Goose.

Travellers were able to sample cocktails made by some of New York City’s most talented bartenders (at certain times), including: Jillian Vose of Dead Rabbit, Evan Hawkins of Broken Shaker, Liana Oster of Dante and Channing Centeno of Otis.

At the centre of the stand, travellers could open up interactive mini ‘chalets’ via a huge illuminated Ferris wheel. An interactive photo booth made it easy to capture the perfect shot to share on social media.

GETTING PERSONAL

Shoppers purchasing the limited edition Grey Goose Holiday Gift Tin – featuring magnetised letter tiles to personalise their own gift message – were presented with a special key to open a hidden compartment in the chalet, revealing a special gift.

The gift tin was said to be ‘a very popular purchase’, with some people choosing to break the news of their engagement to friends and family by spelling out their own special message.

Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail comments: “These positive results demonstrate how we used the Grey Goose Winter Marché to connect with our target consumers as a timely brand-building exercise, working with a team of social media influencers to ex-tend the reach beyond travel retail.

The photo booth at the Grey Goose stand certainly paid off as social media activity reached 8.1m potential impressions.

“Consumers responded positively to the campaign’s powerful call to action, combining their sur-prise and delight at finding a 12-foot high illuminated Ferris Wheel in front of them in the terminal, coupled with the intriguing appeal of Grey Goose vodka as the perfect spirit to enjoy in seasonal cocktails, served right there before their flight or as take-away inspiration for home cocktail making.”

The Ferris Wheel was designed by the creative agency, Glock, in London and installed and brought to life by retail-focused design and production agency, Bloommiami. The 12-foot high mechanism included 700 light-bulbs.