World Duty Free’s Gatwick campaign wins ‘Marketing Campaign of the Year’ at Frontier Awards

World Duty Free’s Gatwick campaign wins ‘Marketing Campaign of the Year’ at Frontier Awards

World Duty Free, a Dufry company, is delighted to have won ‘Marketing Campaign of the Year by a Retailer’ at the Frontier Awards during the TFWA World Exhibition and Conference in Cannes this week
06/10/2017

London, 6th October 2017. – World Duty Free, a Dufry company, is delighted to have won ‘Marketing Campaign of the Year by a Retailer’ at the Frontier Awards during the TFWA World Exhibition and Conference in Cannes this week.

The award was presented for the campaign “Rogue One: A Star Wars Story” which took place at London Gatwick’s North and South terminals from September through to December 2016. The campaign aimed to drive high levels of customer engagement with innovative and imaginative activations on airport and across social media. Characters from the film including stormtroopers and Death Troopers appeared in store and interacted with customers, as did the Rogue One: Star Wars actor Warwick Davies, who also hosted a personal takeover of World Duty Free’s Twitter platform.

This prestigious award reflects the extent to which World Duty Free, working closely with Gatwick Airport, succeeded in creating a world class experiential marketing campaign. Commenting on the award submission, the judging panel noted that the campaign was “innovative and well executed on a grand scale and delivered great theatre for customers”. They particularly liked the involvement of the film characters and felt that the campaign appealed to all age groups and families in particular.

Speaking about the company’s success Eugenio Andrades, Divisional CEO at Dufry for UK, Central and Eastern Europe said “With the ‘Rogue One: A Star Wars Story’ campaign, customers found themselves immersed in the world of ‘Rogue One’ at all touch points of their journey, from car park through to departure lounge. When they entered our World Duty Free store in Gatwick South, they were able to experience the film for themselves – before it was even released in cinemas – using the virtual reality technology installed in our expo space. I personally would like to thank Disney for their trust in us to bring such an important franchise as Star Wars to our airport environment and to the Gatwick team for a fantastic partnership before and through the execution. All this would not have been possible without the passion of all teams involved”.

Rachel Bulford, Head of Retail at Gatwick Airport continues, “The unique ‘Rogue One’ campaign brought a touch of Hollywood to the Gatwick terminal last winter. Passengers of all ages relished the out of this world pre-flight experience that the campaign provided. We enjoyed working closely with World Duty Free and our media agency Primesight to bring such a fantastic initiative to Gatwick, and welcome the news that Frontier has recognised it as the leading marketing campaign of the year.”

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