This document summarizes several marketing campaigns for alcoholic beverage brands in airports: - The Jameson campaign in Amsterdam airport increased sales by 22% through digital and social media engagement, sampling 800 cocktails. It gained over 8,000 entries in a competition and 800 new social media followers. - The Ballantine's campaign in Zurich and Schiphol airports increased sales 15% and 12% respectively through photo sharing on social media for rewards. It engaged over 9,000 passengers on Instagram and gained 700 new social media followers. - The luxury Martell pop-up shop in Paris CDG airport's luxury terminal capitalized on the brand's 300 year anniversary. It dramatically increased sales over 1,

1. Portfolio
Charlotte Melki

2. Strategic thinking
• Objective:
Build emotional connections between the brand and target consumers to
create brand advocates.
(Considering brand truths, values and essence)
• The “how”:
Assess consumer insight (target & strategic audiences), customer
opportunities and financial implications to build volume and drive brand
consideration.

3. Golden Beacon Portfolio management (prize winner concept):
Objectives :
Drive consideration, brand education and conversion to purchase
Challenge :
Strategy:
Design & deliver a 12m² bespoke Portfolio Showcase to feature 3 core
brands with the ability to change brands every 4 months over 2 year
period.
“Plug & Play” & Modular design concepts ensure build longevity; brands
can be interchanged and the merchandising units can be used in its whole
or partly, for smaller-scale activations.
The low production/adaptation CAPEX cost of €45K per year (to change
the brand focus twice per annum) allows PRTRE to use this project for
other locations at a limited cost, it can therefore be adapted to both other
TR locations and Domestic Markets.
KPIs:
Number of PAX per year in terminal 2 : 14M
Number of PAX estimated to enter the Central shop : 4.5M
Interactive conversation in the Golden Beacon : 14-15K

4. Jameson distillery road show_ Amsterdam
Objectives:
Drive Consideration & Purchase through visibility & engagement
Build Advocacy- achieved through tastings, education, gifting with
purchase, path to reward
Maximise sales- via airport staff
Challenges:
Large scale activation
Stay in line with the global campaign
Strategy:
• Digital activation creating theatre and product education, Giant 2.8m
Jameson interactive bottle showcasing the story line of Jameson
• Activation included digital engagement, social media targeting,
cocktail sampling, GWPs, cocktail booklets, in store theatre (giant
copper bottle with animated window)
• Digital : Use of Geo targeting; work with a digital agency to target the
strategic crusaders via most visited websites when browsing in the
airport. Used reward in order to increase footfall on the HPP : “come
and get your free Jameson copper key ring”
• Entry to competition via Facebook and twitter to win a trip to Dublin.
Great press coverage and visibility on social medias and blogs
• Linked to a global twitter campaign
KPIs:
• Sales: Volume uplift of +22% vs. LY
• Tasting : sold 800 cocktails (+45% vs Bacardi’s bar in the same airport)
• Twitter: Achieve 102 conversations with passengers
• Competition entry : 8100
• Brand Followers: Gain 800new followers for the brand (Instagram
and/or Twitter)
• PR: Achieve 4 trade articles

5. Ballantine’s Leave an impression _ Schiphol airport and Zurich
airport
Objective :
Elevate the credentials of Ballantine’s recruit new consumers to the
brand
Create an emotional connection between the consumer and the
brand through interactive and engaging retail activity.
To protect and drive incremental volume of the brand, winning in the
last 3 feet.
Challenge :
Great scales activation in 2 different airports with many restrictions
Strategy:
• Launched an airport takeover designed to engage with passengers
in-store and online.
• Activation included digital engagement, social media targeting,
cocktail sampling, GWPs, cocktail booklets, in store theatre (beat
boxing)
• Passengers were encouraged to share their picture on social media
(reward mechanic : free tasting)
• Strong sale force : Create a Ballantine’s promoter/ambassador
team with a strong understanding of the brand and its values :
Incentivised and trained promotional team.
KPIs:
• Sales: Volume uplift of +15% vs. LY for Zurich and +12% for Schiphol
• Instagram: Achieve 9760 photos shared by passengers
• Twitter: Achieve 56 conversations with passengers
• Brand Followers: Gain 700new followers for the brand (Instagram
and/or Twitter)
• PR: Achieve 5 trade articles
Charlotte Melki

6. Martell luxury Pop Up_Paris
Objective:
Create the ultimate luxury Martell experience in
Paris Charles de Gaulle airport’s most luxurious
terminal and with the most Asian flights for the 300
year anniversary of the Martell house and
communicate on its history, its values and its
heritage.
Strategy:
Create a luxury shop-in-shop concept to
communicate on Martell’s 300 year anniversary. In
order to do so we have considered the 3 pillars :
Stand out, using the brand new identity
Attract, with the tricentanary logo and animation
(screens)
Be memorable, via experiences relaying the
tricentanary pillars
KPIs
• Passenger reach : 200,000 PAX/month
• Sales: +1265% vs LY; turn over of 267,400 euros
(+881% vs LY)
• Award : best practice by Aelia (customer)
• Competition : Martell jumped first in front of
Hennessy and remy martin for the first time in
Paris CDG