Luxottica and Scuderia Ferrari Watches race into Montreal with Aer Rianta International in cross-category initiative

Panoramic view of the Luxottica/Scuderia Ferrari Grand Prix activation at Montréal Pierre Elliott Trudeau International Airport with ARI-NA.

Luxottica Group and Scuderia Ferrari Watches, designed, manufactured and distributed worldwide by Movado Group, Inc., have partnered with Aer Rianta International to host a traffic-stopping motor sport-themed cross-category promotion at Montréal Pierre Elliott Trudeau International Airport.

Through this collaboration, a first for all three parties, The Loop Duty Free store hosted a retailtainment activation coinciding with the 2019 Canadian Grand Prix. Passengers were invited to live the thrills and excitement of race-day through Scuderia Ferrari in the heart of the airport.

The activation began on June 4 and runs through July 16, 2019.

The activation was executed in the airport’s largest promotional space, in the main walkway for international passengers. It showcased Ray-Ban for Scuderia Ferrari sunglasses and Scuderia Ferrari watches.

Passengers can “test-drive” a high-octane Scuderia Ferrari driving simulator. Purchases were rewarded with a Scuderia Ferrari cap and a premium fast-track to ride the simulator, jumping the queue of those waiting to “drive.”

In order to deliver a seamless cross-category experience for shoppers, all sales staff received training on both product ranges. The promotion was also hosted by dedicated promoters during peak passenger traffic periods.

Enrico Destro, Global Travel Retail Director at Luxottica, commented: “Successful cross-category activations require significant investment, close collaboration and alignment on innovation and creativity. The Scuderia Ferrari activation at Montreal Airport rose to this challenge and sets an example of a new way of working, perfectly-timed to leverage the excitement of the Formula 1 Tour and the influx of international fans. We are pleased to have written another chapter in the Ray-Ban for Scuderia Ferrari story in travel retail and look forward to more activities along the 2019 Grand Prix circuit.”

Ricardo Cesar Martins, VP/GM at Movado Group, adds: “Our main priority in activations like this is to constantly excite our consumers with new product offerings and thrilling experiences that are meaningful and relevant to the brand’s DNA. This simulator activation brought the racing to our consumers, allowing us to expand our audience and bring our engagement to a higher level. The timing of this activation ran around the Father’s Day period and gave us the opportunity to showcase our Father & Son Giftset, commemorating the passion a father and son share for racing. As a result, the giftset became our top selling product throughout the activation. In our watch collections we must continue to portray true passion and love for racing with innovative cutting-edge design.”

Jackie McDonagh, General Manager, Aer Rianta International (ARI) North America, commented: “We are delighted to partner with Luxottica, Movado Group Inc. and Ferrari on this first ever joint brand and cross-category promotion, and to bring this experiential and interactive promotion to The Loop Duty Free in the YUL Montreal Airport.  We have received extremely positive feed-back from passengers and this reflection in the airport of what is happening downtown has translated to excellent sales.”