For duty-free airport operators and retailers, the central question is: “How should we respond to and exploit the omni-retail-channel shift?”
We at the CampbellRigg Agency work on every element from the planning and design of a compelling omnichannel duty-free retail customer experience through to a clear implementation roadmap to ensure a comprehensive, achievable solution which addresses the key CEO and C-level executive questions:
How should we develop the best brand and marketing promotions mix for in-terminal brands and e-commerce platform based on passenger flow, for the lower, medium, premium and ultra-premium segments of the duty-free consumer offering?
How can we transform multiple sales channels into a true omnichannel retail business?
Duty-free shoppers are applying new criteria in their assessment of brands. They look for brands who can demonstrate a well-conceived brand image, innovative merchandising solutions, clarity within the goods and services offering, robust promotion themes and high-quality operational performance.
Brand activations are a crucial part of building a positive perception of a brand. This can be achieved through product samplings, in-store retail marketing and experiential events.
When conceiving a strategy for an activation programme, we at the CampbellRigg Agency aim to define core features that will distinguish the brand from the competition in an often crowded marketplace.
A focus was placed on engaging our brand team responsible for delivering the Martini Gold story in airports globally. Participation by Bacardi Global Corporate Communications in brand briefing established a process to showcase the latest assets, which featured the television commercial Directed by Jonas Åkerlund, set in Rome. Inspired by Fellini's La Dolce Vita, it celebrates Italian lifestyle as well as Monica Bellucci's all-Italian beauty, with surprise appearances by designers Domenico Dolce and Stefano Gabbana.
Manager’s from the Bacardi Global Corporate Communications team regularly met with our brand team to ensure awareness of assets, provide a heads up of upcoming activations, and to review the application of Martini Gold assets and consistency of stories. The activation programme at Charles De Gaulle, Paris is one illustration of multiple applications of assets by our brand team to airports across the globe.
We are brand designers who create brand assets, design and deliver brand environments, create the brand identity and brand toolkit for the brand, sub-brands and below the line POS communication for online digital and offline bricks and mortar.
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