Global Travel Retail (GTR) has been severely impacted as a result of COVID-19, with in-store retail volumes of wines and spirits not expected to recover until it's safe to re-embrace air travel.
Difficult as trading conditions are, major retail players have reaffirmed their commitment to duty free and some are even innovating. In particular, what has always been a tactile focus is fast becoming digitised.
Campari Group, the sixth largest player in the premium spirits industry, is forging ahead with technology-led innovation. The Milan-based company has a portfolio of over 50 premium brands in 190 countries.
SharpEnd was engaged by Campari Group's GTR team to reimagine a B2B brand experience for The Moodie Davitt Virtual Travel Retail Expo 2020.
Part of the activation's priority would be Aperol - a global phenomenon and the fastest growing spirit brand in travel retail over the past five years.
Campari Group is also accelerating investment in brown spirits with The Glen Grant single malt scotch range, and is bringing something new to the American whiskey category with Wild Turkey bourbon.
A technological solution was therefore needed so that visitors could discover these brown spirits, while engaging with Aperol, and for the activation to showcase brand priorities in a relevant, yet disruptive way to excite retailers.
The standard approach would have been to recreate a physical booth in a digital format. To truly stand-out however, Campari Group needed a virtual experience that would inspire a yearning for air travel, not constrained by floor-plans, location or gravity.
The solution was to land a private jet in the hall and invite visitors to enjoy a pre-flight cocktail in the Campari Group Departures Lounge, before embarking on a round-the-world brand experience with flights to Venice, Kentucky and Speyside to discover the individual spirits.
Welcome to Fly Campari Group.