Whilst the campaign has been up and running since September, this month a further attraction has been added to the airport's promotional activities: at a promotional stand just outside the Tax + Duty Free Shop cards are distributed to customers, inviting them to leave an imprint of their kiss.
The card must be taken inside the shop in order to enter the competition for the best kiss, which will be chosen from amongst all entrants on January 30, 2007. L'Oréal is supporting the promotion with lipstick.
Stephan Salvisberg, Managing Director, The Nuance Group Switzerland, comments: “Together with our partners at Geneva Airport we were looking for something special. We wanted to bring our Best Price message to customers while at the same time driving penetration."
"The frustration at the thought of too little time for duty-free shopping is real for many customers. We are trying to convince people to take advantage of our attractive offer every time they fly. Since people have to drop their 'kisses' in a box inside the shop, we are automatically inviting them into our store."
"The results are impressive: since we started with the Best Price Campaign in September, sales have gone up by some 10% - even though we are still feeling the impact of the London terror alert.”
Martine Mopin, responsible for Commercial Concessions at Geneva International Airport, adds: "This kissing contest held by our partner The Nuance Group has a very special visual that gives a perfect image of frustration at having too little time for shopping. This is a reality for our passengers, because they always come later to take their flight and are surprised to see the commercial offer."
marketing@alchempro.com
