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NEWS Last modified on June 7, 2016

Formula 1 car enjoys pit stop at Barcelona–El Prat Airport

Bacardi Global Travel Retail and Dufry/World Duty Free Group came up with a novel idea to drive sales at Barcelona–El Prat International Airport in May – parking a Formula 1 racing car in the shop.

The vehicle, which was actually a replica of a Williams Martini car, enjoyed a three-week pit stop at the gateway in the build up to the Spanish Grand Prix in Barcelona and certainly proved a popular attraction.

Indeed, Bacardi Travel Retail claims that its prominent position in the main store with a branded video screen backdrop proved a magnet to duty free shoppers.
It was complemented by a Martini branded sampling bar that offered the chance to sample a perfect serve of Martini Bianco and Tonic, Martini Rosso and tonic or a classic Martini Prosecco elegantly served in a flute glass.

The purchase of any Martini bottle was rewarded with a limited edition set of headphones. 

Martini returned to motor racing sponsorship in 2014 as principal partner of Williams Martini Racing, although the brand’s iconic colours have been closely associated with motor racing for almost half a century.
Aude Rocourt, regional director for Europe and MEA ay Bacardi Global Travel Retail comments: “Martini knows that racing isn’t just about what happens on the track, it’s about a lifestyle off the track and this was a perfect time for us to reach our target audience at Barcelona with a branded activity with a very strong visual attraction to draw passengers into the store.”

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Joe Bates

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