Gatwick premiere for Rogue One: Star Wars with WDF

Transcription

1 Gatwick premiere for Rogue One: tar Wars with WDF In an activation classed as a European first, Dufry-owned World Duty Free, Disney and Gatwick Airport have kicked off a six-week long programme of experiential activations on airport, promoting the forthcoming film release of Rogue One: A tar Wars tory on 15th December. [As reported by usiness this morning on Twitter.] E Targeting the passenger at every touch point on their journey from car park to departure lounge and World Duty Free store this really is a tremendous feat in end-to-end marketing, made possible by all three collaborators and boosted by a strong social media strategy. Exclusive video interviews with Dufry s Divisional CEO K, Central and Eastern Europe, Eugenio Andrades and Gatwick Airport CEO, tewart Wingate to appear on usiness.com shortly. I At today s launch event in the World Duty Free store in Gatwick outh Terminal attended by stormtroopers and Death Troopers influential YouTuber and avid tar Wars fan Jack Maynard, revealed the airport transformation, which has been months in the planning. World Duty Free executives assured journalists attending the event that something really big related to the film was going to take place in the coming weeks. Walkways from main car parks feature floor-to-ceiling graphics from the new film and give a taste of what s to come in the main terminal buildings through digital and instore media. Influential YouTuber and avid tar Wars fan Jack Maynard, revealed the airport

2 Gatwick premiere for Rogue One: tar Wars with WDF transformation, which has been months in the planning. Once airside in Gatwick outh, passengers will discover the costumes of the five main Rogue One: A tar Wars tory characters Jyn Erso (played by Academy Award nominee Felicity Jones), Captain Cassian Andor (Diego Luna), odhi Rock (Riz Ahmed), Chirrut Imwe (Donnie Yen), aze Malbus (Jiang Wen), grouped together and can interact with them, taking selfies or being photographed by family and friends, says WDF. VIRTAL REALITY E Inside the World Duty Free store, customers will have the opportunity to discover a digital glimpse of Rogue One: A tar Wars tory with the installation of a virtual reality (VR) experience; Rogue One: Recon in the store s Contentainment area. I Once seated and wearing the VR helmet provided, customers will find themselves fully immersed in the world of Rogue One: A tar Wars tory, and experience it as an exciting first before it appears in cinemas from 15th December. As the leading global travel retailer, our goal is to give our customers newness, exclusivity and memorable experiences and products, says Eugenio Andrades, CEO for K and orth Europe for Dufry. In store, customers will find travel exclusive tar Wars fragrance sets, a range of 50ml tar Wars fragrances and an extensive range of Lego sets; including large boxed products which can be reserved in store and collected on return.

3 I E Gatwick premiere for Rogue One: tar Wars with WDF Gatwick Chief Executive tewart Wingate said: We are delighted to be hosting this unique in terminal experience alongside Disney and World Duty Free. Commenting on the launch, Eugenio Andrades Divisional CEO K, Central and Eastern Europe at Dufry said: As the leading global travel retailer, our goal is to give our customers newness, exclusivity and memorable experiences and products. EXPORE TO 5.3M PAEGER This activation more than delivers against all these objectives. It also demonstrates the scale of reach we can deliver to brand partners such as Disney and Lucasfilm and the value of being able to directly target a truly international audience in the airport environment.

4 I E Gatwick premiere for Rogue One: tar Wars with WDF Once airside in Gatwick outh, passengers will discover the costumes of the five main Rogue One: A tar Wars tory characters. Our special thanks go to Gatwick airport, who have worked in close partnership with ourselves, Disney and Lucasfilm to facilitate the installation of this experiential activity and amplify it at all relevant points on the customer journey. This trinity approach has enabled us to align our individual objectives and stage a spectacular experiential activity which will be seen by 5.3m people who will be visiting the airport and our store between now and 17th January.

5 I E Gatwick premiere for Rogue One: tar Wars with WDF tar Wars characters storm the tunnels at Gatwick airport: The activation is really a master class in end-to-end marketing. Gatwick Chief Executive tewart Wingate said: We are delighted to be hosting this unique in terminal experience alongside Disney and World Duty Free. Gatwick is always looking for ways to enhance our passengers journeys and in bringing this interactive experience from the globally recognised tar Wars film franchise to our international customer base, we look forward to getting their journeys off to an exciting start.

6 I E Gatwick premiere for Rogue One: tar Wars with WDF Once seated and wearing the VR helmet provided, customers will find themselves fully immersed in the world of Rogue One: A tar Wars tory.