FRANCE. Champagne Lanson has said that a two-month ‘bistronomie’ activation at Nice Airport Terminal 2 delivered a 12-fold increase in sales compared to the same period (September and October) in 2019.
The campaign, a partnership with Lagardère Travel Retail, “proves the value of customer engagement to drive sales” according to the Champagne house.
The campaign took advantage of rising travel numbers at Nice Airport through Summer and beyond
During the period, Lanson promoted its most recent cuvées Le Black Réserve and Le Blanc de Blancs, along with Le Rosé, via live tastings paired with different French cheeses. As an added incentive, travellers were offered a discount on purchases of Le Black Réserve, Le Blanc de Blancs, Le Rosé, and its twin-packs (a travel retail exclusive).
Lanson Head of Travel Retail Edouard de Boissieu said: “Despite passenger numbers still being quite low, the activation was an amazing success with sales of Champagne Lanson seeing a twelve-fold increase on the same period in 2019. This really was beyond our expectations and just goes to show the value of promotions which engage directly with passengers. We are extremely pleased with the results and now hope to repeat the activation in other key airports during 2022.”
Lagardère Travel Retail Director Merchant Beverage Victoire Gueugnier said: “Since July, traffic has been recovering in the south of France, with notably European passengers and the mood of consumers certainly very positive. The timing of the Champagne Lanson activation was perfect, but what made it particularly attractive was the gastronomy story that the brand created through food pairing. The use of tasting was a big plus and certainly helped to make the HPP a success.”
Lanson drives big increase in sales through promotion at Nice Airport - The Moodie Davitt Report - The Moodie Davitt Report
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