Blackjack Heathrow Agency
As part of the sampling campaign, Blackjack brand ambassadors engage passengers in Hershey’s brand experience by distributing free samples of Reese’s products, including Reese’s Peanut Butter Cups, Reese’s Peanut Butter Cup Miniatures (in milk and white chocolate) and Reese’s Pieces Candies. The products are available to buy in travel-retail exclusive packs in the World Duty Free store.
According to The Hershey Company, product trial is valuable in engaging consumers with the Hershey brand and the company story. It also drives sales of the Reese’s brand by encouraging shoppers to try the products for themselves before they buy.
This is the first time Hershey has been featured in London Heathrow, following its UK debut at Gatwick and is its first UK-agency staffed campaign.
Account manager luxury, confectionery, WDFG and airport retailers at Blackjack Promotions Kay Walker said: “We’re really excited for this campaign, particularly given that Hershey is so new into World Duty Free. This activity has already sweetened the experience for passengers visiting Heathrow and World Duty Free in T5 and we’re looking forward to further success in T3.
“Reese’s is a unique product with the perfect combination of chocolate and peanut butter and the Hershey Company has a great story to tell. We hope this is the first of many more activities to come.”
Blackjack Promotions is the UK’s leading staffing solutions, travel retail and experiential specialist. Everything we do is committed to connecting consumers with brand experiences that are exciting, engaging and immersive, that ultimately provoke a real emotional. Minimum deposit of £10, x45 wagering, Roulette & Blackjack 50% weighting. Bonus valid for 7 days. Not available to customers using Moneybookers/Skrill or Neteller as Blackjack Agency Heathrow a payment method. Full T&Cs apply.
Hershey’s World Travel Team leader Europe Amy Wilson added: “Confection is the most impulsive category within travel-retail and snacking is a growing usage occasion. We are excited to be partnering with Blackjack and WDFG to have Hershey’s Reese’s brand in Heathrow to drive excitement in the confection category.”
The activity is being supported by female brand ambassadors, supplied by Blackjack and dressed in Moto Guzzi branded leather jackets. Their role is to actively encourage travellers on to the stand to try the bikes and have their photographs taken. They are also using iPads to further showcase the bike’s features, while encouraging visitors to sign up for a test drive in their country of origin.
Blackjack Heathrow Agency Jobs
All data collected by the brand ambassadors is fed directly from the iPads at T4 into Piaggio’s own customer relationship management system ensuring a smooth exchange of information. The campaign is run by media agency Kinetic Italy, with identical travel-retail activities taking place at airports in Milan, Paris, Rome and Frankfurt.
Blackjack Heathrow Agency Services
Blackjack client services manager Will Northover said: “This is a simple but effective promotion; the reality is that if you’re into bikes you’re going to be drawn to these beauties. However to increase the quality of the interaction with the product, our staff have been thoroughly trained to field questions about the bikes and their specifications and we have already see a great deal of interest in the brand.”