Rugby inspired promotion drives airport retail sales

Brisbane Airport Corporation (BAC) has successfully capitalised on the recent wave of Rugby World Cup travellers through its international terminal with a creative rugby inspired ‘shop to win’ promotional event.

Working with leading integrated advertising specialist Clemenger BBDO in Brisbane, BAC looked to harness the ‘holiday spending’ mindset of passengers heading to New Zealand during September and October World Cup period, looking to increase customer spend and engagement with terminal retailers as part of an ongoing commitment to support its tenants.

A significant prize pool of $20k was up for grabs, made up of a grand prize of a $10k Flight Centre travel voucher and plenty of other prizes from watches to sunglasses and Travelex vouchers.

To enter the promotion, customers were required to spend $60 across any retailers in a single day.

Over 23,486 entries were received equating to an impressive 7 per cent response rate over the total number of departing passengers during this exciting period.

Mr Wade Robinson from Stafford Heights Qld was the lucky winner of the $10k Flight Centre travel voucher.

Andrew Brodie, General Manager Terminal Retail and Commercial BAC, said the aim of the promotion was to create an emotional and rational incentive for passengers to shop and spend more within all retail outlets.

“We wanted to position the international terminal as a convenient location for last minute shopping and the “Shop to Victory” moniker was developed as the central creative thought and call to action for the campaign,” Andrew Brodie said.

An experiential interactive ‘rugby event’ was also constructed in the middle of the airport to increase customer engagement, complement the retail component and enhance the overall promotion experience.

Feedback in regards to the experiential interactive ‘rugby event’ was extremely positive with the hands-on promotion generating good customer engagement. A total of 14,762 customers participated in the event with over $10,000 instant prizes handed to customers from retailers.

Following the success of this promotion, Brisbane Airport is working on its next exciting promotion to celebrate the busy Christmas/New Year holiday period.

Please click here for examples of campaign collateral.