In a competitive marketplace, liquor and spirit brands turn to high-impact locations and out of the box innovations to stand out.
Winter is well under way- but from Miami International Airport, you wouldn’t know it. Taking over the airport with an enticing tropical vibe, Bacardi is the latest brand to pop up at the busy airport with an innovative experiential campaign. A month into the campaign, the Rum Tales exhibit had already passed out 2,000 samples to interested passengers!
Sampling isn’t the only way for beverage brands to stand out! When looking at the medium as a whole, data shows how good a fit OOH is for alcohol advertisers: 80% of consumers report interest in seeing OOH ads for alcohol- and 77% of consumers who recall seeing such ads go on to engage. Airport advertising goes even further- with duty free shopping folded into the travel experience, brands can take advantage of point-of-purchase placement to encourage shopping, offer promotions, and stay top of mind.
Moet Hennessy knows all about the effectiveness of duty free advertising: their latest campaign in partnership with JCDecaux stands tall in the retail area of Los Angeles International Airport Terminal B. Their high-impact campaign on the iconic Time Tower is located directly next to the Duty Free store- but with viewability from all across the grand concourse, Hennessy ensures that they reach 100% of passengers in the busy area. According to Neustar data, travelers in JCDecaux Airport DMAs are 42% more likely than the average U.S. adult to consume cognac or brandy.
Whiskey also stands out- 38% more likely to be consumed by JCDecaux Airport audiences than the average adult. Macallan is taking advantage of this by targeting LAX and MIA to promote products designated exclusively for sale in the travel retail environment! Placements on both high impact placements and full airport networks ensure a campaign that is both attention grabbing and memorable.