Safilo launched a first of its kind HPP activation for Carrera sunglasses at Miami International Airport in July.
The high visibility “Out There” campaign is designed to reach the one million travelers passing through MIA in the month of July, and consists of an integrated campaign using media banners in MIA’s North and South terminals, digital screens around the airport featuring Carrera and a consumer event in the airport’s main traffic space in South Terminal.
The campaign reinforced the media banners with a digital campaign targeting passengers, and a special event to engage consumers in the terminal and drive them to the point of sale at the Duty Free Americas duty free stores.
Using the latest digital technology available in MIA, Carrera is able to communicate with passengers through a “Welcome to MIA airport” message and offer 30 minutes of free Wi-Fi after they view a 30 second Carrera video.
At the same time, Carrera is presenting its new “Out There” collection at the main entry of the South Terminal in the high traffic location after security. Here, an interactive event offers passengers an instant photo souvenir with Photo-Flyer that includes a removable coupon for a free gift, to be redeemed in the duty free store.
Jean-Luc Decaux, co-CEO of JCDecaux North America, comments: “We are excited to see the relationship evolve between ourselves and Travel Retail brands in our US airports. JCDecaux was happy to partner with Safilo’s Carrera brand and Duty Free Americas to bring this innovative, immersive experience to Miami International Airport passengers. Experientials have become a key component within the airport landscape and we continue to see how brands are moving past standard purchase incentives to engage with the potential consumer.”