Travel Retail Marketing

1. PERNOD RICARD TRAVEL RETAIL EUROPE
Credentials Presentation
Wk comm. 22nd October 2012

2. INTRODUCTION
Neon Marcomms Ltd. was founded in 2007
Our past drinks clients: Moet Hennessy, Bacardi Martini, Lindemans,
Rosemount, Diageo, Budweiser, S&N Retail, Pernod Ricard and Coca-Cola &
Schweppes
Other Travel Retail clients included: BAA, Nestle, Cadbury’s and Alpha Retail
Neon has worked with PRUK for 4 years on Jameson, Beefeater 24, Kahlua and
The Glenlivet, and PRTRE on The Glenlivet and Beefeater
Other clients include: Sanyo Xacti, Mitsubishi, William Hill, Hasbro, Nikon and
Asahi

3. PAST NEON WORK

4. PAST NEON WORK

5. PAST NEON WORK

6. PAST NEON WORK

7. TRAVEL RETAIL CAMPAIGNS
• Developing a seasonal activity framework which brand owners would be able to buy
into for BAA
• Nestle Switzerland - Visibility / Display units, sampling and promotion at various
International Airports. KitKat Minis
• Cadbury - Retail Furniture: Innovative free standing display unit for Trebor Bassett
- Trading up promotions on 1 KG packs of Bassett’s and CDM giant bars
• Surf - Sampling at Luton, for Travel Wash
• Smirnoff - 2ndry packaging Millennium ‘rocket pack’ for stand out on shelf
• Bacardi - 50’s classic US Cars, free gift with purchase
• The Glenlivet - Free Hardy style back pack gifting pack
• Mumm - Display & sampling, F1 ticket promotion
• Perrier Jouet - GWP Free ladies handbag holding bottle
• Developing and running a series of Coca-Cola / Vittel activities in Alpha Retail;
consumer promotions backed up by staff incentive schemes

8. STAFFING
Neon usually work with staffing agencies recommended
by our clients
One of our Account Executives has worked on BAA
activity for Blackjack at Gatwick
Especially members of the APO
Outside IMEA we would work with the airport
recommended staffing agency
Covering: Customer Service, Brand Ambassadors,
Theatrical and Experiential staff, Meet and Greet staff
and Auditors and Mystery Shoppers

9. CONSUMERS SPLIT INTO 2 TYPES:
1. Business 2. Leisure

10. BOTH GROUPS HAVE DIFFERENT CHARACTERISTICS
1. Business
Frequent flying
Short check in / dwell times
Executive Lounge
Subjected Time
Unlikely TR Visit
Exclusivity is key
Individual / small groups
Gifting to hosts important
Premium
2. Leisure
Infrequent flyers
Long check in / dwell times
Departure Lounge
Pleasure time
More likely TR visit
Value is a key motivator
Large groups / families
TR is part of the holiday experience
Different purchase en route
and returning home

11. PURCHASE MOTIVATION
Outbound
• Gift for business colleague / host
• Consumption during trip
Inbound
• Gift for family / friends
• Consumption at home
Outbound
• Gift for potential host
• Consumption during holiday
Inbound
• Gift for family / friends
• Consumption at home
• Cupboard stocking

12. CONNECTING WITH BUSINESS TRAVELLERS
Understand their time constraints
Make it easy for them to purchase
Avoid hassle, involved complex mechanics
Frequent flying means possibility for collector type mechanics
Focus on airport lounges (airport hotels as secondary routes)
Add value to purchase via exclusivity

13. CONNECTING WITH LEISURE TRAVELLERS
Understand the hassle of going on holiday
Utilise long wait times airside
Understand that the airport is stage 1 of the holiday experience,
and that they are already looking for ways to treat themselves
Think about how we can enhance their entire holiday experience
Make it fun, interactive and entertaining for them
Understand how we can get group purchases

14. SOME BRANDS WILL BE MORE
BUSINESS OR LEISURE FOCUSED
More
business
More
leisure

15. THE LEISURE TRAVELLER
Booking
holiday
Journey
to airport
Check-in
Departure
lounge
• Excitement
• Anticipation
 Too far before
holiday
 Not considering
whether they will visit
duty free outlet
• Stress – getting to
the airport
• But., also excited
• Can be a captive
audience if not
travelling by car
• Beginning to
consider holiday &
time they will spend
at the airport
• Boredom – while
waiting
• Concentration on
check-in
• Nervous during
security checks
• High stress levels
• Online Airline
colours attract
• Focus just on
check in
• Relief – made flight
on time
• Excitement at
waiting to go
• But, can be bored
waiting for flight
• Captive audience
• Time to visit duty free
• In holiday mood
• Money in the pocket
Consumer
Journey
Consumer
Mindset
Communication
valueatthistime

16. Booking
holiday
Journey
to airport
Check-in
Departure
lounge
• Routine
• May not be keen to
travel
• Routine job, just
concentrating on
what needs to be
done
• Likely to be done
by another person
to traveller
• Late! Everything is
last minute
• Stress – could be
early or late to fit
within the working
day
• Can be a captive
audience if not
travelling in car
• But, likely to be
rushing
• Might still be working
on laptop/phone
• Last minute
check in
• Chore – wants to
get it over with
• High stress levels
• Focus just on
check in
• Aiming for short
stay as possible
• In working frame
of mind
• Captive audience
• Time to visit duty free
• But, could be
executive lounge
Consumer
Journey
Consumer
Mindset
Communication
valueatthistime
THE BUSINESS TRAVELLER

17. KEY CONSIDERATIONS
1. Category Management / Development:
- Working with the retail operator to develop the category and to offer the travellers
in each location the brands that they want to purchase
- Educating staff and purchasers about the category and where your brands fit in
2. Display:
- Maximising the benefits from incremental selling space
- Building impactful free standing display units that enhance the retail environment
and are a true representation of the brand
- Creating theatre to arrest, engage, brand build, intrigue, entertain  provide an
incentive to purchase
- Not always about volume uplift – Travel Retail is a brand’s window on the world.
- Heavy traffic  display in Duty Free is like the
3. Understanding shopper behaviour:
- Retail journey around airport
- Business and leisure travellers
- Motivation for purchase: Gifting / Occasions / Inbound / Outbound
- Time constraints / simplicity
4. Appropriate promotional mechanics: simple and engaging
- Driving desired purchase

18. KEY CONSIDERATIONS
5. Ability to execute:
- Understanding the every aspect of what the activity needs to achieve and the environment
- Security and the increased restrictions on airside access
- Engage fully with the local representatives on site to enlist fullest cooperation
6. Understand key periods and the premium attached:
- Father’s Day, Easter, Christmas, Summer Holidays etc.
7. UK Airports: Different routes from different Terminals mean a different passenger mix so
may have different brand preferences and usage
- Therefore activities are planned and targeted appropriately
8. Secondary Packaging should preferably provide benefit linked to usage
- Veuve Cliquot is an excellent example of this – with wetsuit cooler providing protection
during the flight and strong stand out in store
9. Gift with Purchase has to be appropriate for the pricing point of the product and the usage.
- Also securely attached to the bottle, so that it cannot break during transit

19. CONCEPT GENERATION
We prefer an initial development phase to discuss basic concepts with our
clients to select preferred routes for full creative development
Tissue meeting stage helps make best use of time and money

20. DEVELOPING TECHNOLOGY
Neon recognises the value of using the right technology to attract consumers to
an activity, and engage with a brand proposition
We work with the leading developers in the Augmented Reality field and have
developed a number of proposals for clients

21. SUMMARY
Previous experience and understanding of
Travel Retail
Strong on innovative creative ideas suitable for
brand and retail environment
Expertise and resource to implement in the UK
and abroad
Reliable supplier base for technical design and fit out
Existing Pernod Ricard agency
Flexible and focused on value and results
THANK YOU

22. GETTING IN TOUCH
Please contact:
Nick Cunningham 020 7605 4595
nick@neonmarcomms.com
Neon Marcomms Ltd.
3rd Floor
Shepherds Studios West
Rockley Road
London
W14 0EH