APEX Insight: Grey Goose Vodka, Qantas and Iberia are some of the brands setting up beach pop-ups in the hopes of making customers’ jaws drop.
Grey Goose Vodka has brought the élan of the Côte d’Azur to Charles De Gaulle Airport (CDG) for the global airport launch of its new ‘Extraordinary Summer’ campaign, promoting a new Grey Goose Riviera Summer 2017 limited edition bottle featuring marinière stripes.
Through a collaboration with BuY Paris Duty Free at CDG, the Bacardi label has installed a special pop-up beach bar with deck chairs, towels, nautical props and a game of La Petite Pétanque. Grey Goose retail ambassadors dressed in French marinière chic offer shoppers a taste of Le Grand Fizz, the signature summer cocktail of Grey Goose Original Vodka with elderflower cordial, soda water and lime wedges, served over ice in a special glass which features the brand’s iconic Grey Goose.
Aude Bourdier-Rocourt, regional director Europe, Bacardi Global Travel Retail, said: “Summer is a key time of year for Grey Goose and we want to inspire shoppers to elevate their summer cocktail experience, while reinforcing the brand’s French heritage and having Riviera epitomize summer lifestyle. Who could resist the fun of this happy beach bar scene right in the centre of the terminal?”
Beaches have been popping up at other airports, too. Qantas brought sand and sunny smiles to Heathrow Airport with a special pop-up this January, to promote London to Perth flights and celebrate Australia Day. Along with an improvised beach, treats and Australian flags which were handed to passengers, there was musical entertainment with an acoustic cover band playing songs by Australian artist and two very skilled kangaroos on stilts.
Iberia Airlines also used pop-ups to promote its last-minute travel bookings using Avios points with a “Planes de Repente” outdoors campaign in late 2015. The airline built beaches complete with bars and actors put on a party in the centre of an ordinary plaza in a manner of minutes.
Of course, some people never want to leave the beach; which is why Virgin Holiday’s departure beach lounge is bound to take-off.
Pop-up displays are great ways to engage with consumers to promote brand experiences and set a playful mood. Done well, they can be a delightful and memorable surprise.