“Let the Taste Take You There,” is launching in global travel retail at London Heathrow Airport Terminal 3 on July 27
Opihr Spiced London Dry Gin’s new summer campaign, “Let the Taste Take You There,” is launching in global travel retail at London Heathrow Airport Terminal 3 on July 27.
The month-long campaign is set to see a significant number of passengers with departures in the month of August amounting to nearly 530,000, making it one of the busiest months of the year. The campaign is designed to inspire discovery through flavor with key visuals reflecting Opihr’s Spice Route origins.
The activation aims to engage with consumers in an interactive way, using a digital ‘Spin to Win’ wheel—a first for the brand—while highlighting the 10 unique botanicals that make up the gin. Travelers can spin a digital where to take home different prizes including entry into a grade prize draw for a safari trip for two worth £18,000 ($US24,000), offered in partnership with Abercrombie & Kent.
Passengers also have the chance to sample Opihr Spiced London Dry Gin at a dedicated bar on-site and purchase the product in 1-liter bottles.
“Let the Taste Take You There” launched domestically in June with an out-of-home campaign, which took over the London underground for several weeks. The campaign aimed to transport riders from their daily commute to “faraway places” via big, bold and colorful ads. The campaign is also being activated across the off-trade with supporting POS executions.
“Digital activations allow us to interact with travelers in a more innovative way. Digital displays create the theater in airport that consumers are looking for when shopping for the favorite brands or looking to discover something new.
“Opihr is a brand that is centered around exploration, discovery and trying new things, and is perfect to launch activation for in one of the world’s busiest airports, particularly during the summer months. The Grand Prize is truly a once-in-a-lifetime travel experience, so we are thrilled to be able to offer this safari trip to consumers and support our customers with a unique activation to drive sales during their peak travel season,” says Oliver Storrie, Regional Director, Global Travel Retail, Quintessential Brands.
