This is the first Grey Goose program integrating travel retail with U.S. domestic market activity, seamlessly connecting with local and visiting consumers in New York City, both on their travels through JFK and on the transfer routes between airport and city and at the tournament itself.
The Bacardi Global Travel Retail/DFS partnership has created an integrated digital and physical campaign communicated at multiple touch-points, engaging travelers with Grey Goose and the U.S. Tennis Open on their journey through the terminal.
The activation features a tennis-court inspired bar and pop-up retail unit located on the concourse right outside the DFS store. The installation features a large media screen with real-time matches live from Queens, the Grey Goose ‘Live Victoriously’ global brand campaign show-reel and the chance for travelers to live-stream their own ‘winning moment’ photos.
Travelers are also able to sample the official cocktail of the U.S. Open – the Grey Goose Vodka Honey Deuce, which is comprised of Grey Goose vodka, lemonade, raspberry liqueur and topped with tennis-inspired honeydew melon balls.
Another key feature of the campaign is the first-ever Grey Goose limited-edition U.S. Open Bottle, featuring a tennis ball-design created in partnership with the USTA (United States Tennis Association). Available in the U.S. for a limited time, the bottle is also on sale for international travelers at the T4 pop-up and inside the DFS store.
This is the first major collaboration between the Grey Goose U.S.-domestic market and travel retail as Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail, explains. “No matter where they are in the world, Grey Goose consumers love its versatility in cocktail-making and its association with celebrating moments that matter, big and small.
“Through the new global brand positioning campaign ‘Live Victoriously,’ Grey Goose invites people to treat themselves as the special occasion in life. At JFK, we want to help consumers make special memories of their trip during the U.S. Tennis Open. Whether they’ve been in the crowd at Queens or are just flying out through T4, this is a wonderful chance to enjoy the thrill of one of the most spectacular sporting events on the planet with a fantastic and memorable cocktail experience.”
Brooke Supernaw, DFS Group Senior Vice President Spirits, Wines, Tobacco, Food and Gifts, adds: “It is part of DFS’ mission to delight our discerning customers with products and experiences which are interactive, engaging and convivial. Partnering with the U.S. Tennis Open and Grey Goos gives our traveling customers the chance to celebrate an iconic event and also take home a limited-edition commemorative bottle.”
The U.S. Tennis Open, celebrating its fiftieth anniversary this year, is expected to be attended by more than 700,000 patrons during the two-week tournament, with more than 40% coming from outside the metropolitan area and 20% from overseas.
The Grey Goose creative installation at JFK T4 was designed by Glock in London and produced and installed by retail-focused design and production agency, Bloommiami.