The Nuance Group has launched what might easily be the biggest kissing contest ever held in Switzerland. As of October 1, the main retail operator at Geneva International Airport is inviting customers to “Kiss & Win CHF 10'000” by delivering their lips' imprint on a card at the Tax + Duty Free Shop.
The promotion is designed to raise awareness of the very advantageous prices offered in duty-free.
Price is an important issue when it comes to duty-free sales. Communicating price advantages is not surprisingly one of the most frequently used marketing instruments at the point of sale.
At Geneva International Airport, The Nuance Group and their airport partners were looking for an innovative way to communicate their “Best Price Guarantee” for perfumes & cosmetics. Prices in this category are at least 10 percent below the domestic market, enabling Nuance to offer the best deal in cosmetics in the Geneva area.
In order to support the powerful “Best Price Guarantee” statement prominently displayed at the Tax + Duty Free Shop, a truly eye-catching promotion has been dominating the shopping scene at Geneva airport since last October 1: In and around the airport Nuance is communicating with a visual depicting a pair of perfectly painted lips curled up in frustration at the thought of too little time for duty-free shopping.
The theme is repeated at the point of sale, throughout the airport on posters, banners and trolleys, in airport parking, the train station and on the airport's website.
marketing@alchempro.com
