As the official vodka of the US Open tennis tournament, Grey Goose – together with International Shoppes – staged a shopper engagement campaign at JFK Airport, Terminal 5 from the end of August and throughout September.
Samples of the US Open’s official cocktail, Grey Goose Honey Deuce – a blend of vodka, lemonade, raspberry liqueur and tennis-inspired honeydew melon balls – were available to passengers using the terminal.
They were invited to pick up a racquet and try their hand at a winning shot with tennis-themed prizes for hitting the target. QR codes on ‘tip cards’ connected directly to the brand website for cocktail recipes and more information on the range of Grey Goose vodkas.
Geoff Biggs, Retail Director, Americas, Bacardi Global Travel Retail, said: “This celebration of the Grey Goose Honey Deuce as a special cocktail devised for the US Open adds power to our mission in making moments matter for our consumers.
“The campaign with International Shoppes not only boosts the appetite for Grey Goose, but our clear association with this world-leading sports tournament reinforces the brand’s category leadership as well as the importance of airport retail as a premium experience.”
Scott Halpern, President of International Shoppes said: “International Shoppes is excited to partner with the Bacardi team to deliver this unique Grey Goose experience.
“The US Open is a legendary sporting event that captures the essence of New York and through our partnership with Grey Goose and Bacardi, JetBlue and with Fraport as the terminal’s retail developer and manager, we were able to bring that same energy to those flying through T5.
“The program created is a one-of-a-kind traffic stopper that gets the travelling public to engage and shop.”