World Duty Free, a Dufry company, in collaboration with Disney and Gatwick Airport, is proud to launch an epic and extraordinary experiential activation ‘on airport’, promoting the forthcoming film release of ‘Rogue One: A Star Wars Story’ on 15th December. With this exclusive campaign, travel retailer, airport and brand have worked together in a ‘trinity’ collaboration, to deliver a unique Star Wars experience to travellers, raising the bar yet again in travel retailing to surprise and delight airport passengers.
The campaign will thrill and excite the thousands of passengers that use Gatwick each day, at every touch point on their airport journey from car park to departure lounge and World Duty Free store. At today’s launch event in the World Duty Free store in Gatwick South, closely guarded by stormtroopers and Death Troopers, influential YouTuber and avid Star Wars fan Jack Maynard, revealed the amazing overnight transformation of Gatwickairport, which enables visitors to experience multiple elements of the epic adventure film as they pass through the airport.
Walkways from main car parks feature floor to ceiling graphics from the new film and give a taste of what’s to come in the main terminal buildings through digital and instore media. Once airside in Gatwick South, passengers will discover the costumes of the five main ‘Rogue One: A Star Wars Story’ characters Jyn Erso(played by Academy Award® nominee Felicity Jones), Captain Cassian Andor (Diego Luna), Bodhi Rock (Riz Ahmed), Chirrut Imwe (Donnie Yen), Baze Malbus (Jiang Wen), grouped together and can interact with them, taking selfies or being photographed by family and friends.
Inside the World Duty Free store, customers will have the opportunity to discover a digital glimpse of ‘Rogue One: A Star Wars Story’ with the installation of a virtual reality (VR) experience; ‘Rogue One: Recon’ in the store’s Contentainment™ area. Once seated and wearing the VR helmet provided, customers will find themselves fully immersed in the world of ‘Rogue One: A Star Wars Story’, and experience it as an exciting ‘first’ before it appears in cinemas from 15th December! In store, customers will discover travel exclusive Star Wars fragrance sets, a range of 50ml Star Wars fragrances and an extensive range of LEGO™ sets.
Commenting on the launch, Eugenio Andrades Divisional CEO UK, Central and Eastern Europe at Dufry said, “As the leading global travel retailer, our goal is to give our customers newness, exclusivity and memorable experiences and products. This activation more than delivers against all these objectives. It also demonstrates the scale of reach we can deliver to brand partners such as Disney and Lucasfilm and the value of being able to directly target a truly international audience in the airport environment.
Our special thanks go to Gatwick airport, who have worked in close partnership with ourselves, Disney and Lucasfilm to facilitate the installation of this experiential activity and amplify it at all relevant points on the customer journey. This ‘trinity’ approach has enabled us to align our individual objectives and stage a spectacular experiential activity which will be seen by 5.3 million people who will be visiting the airport and our store between now and 17th January.”
Gatwick Chief Executive Stewart Wingate said, “We are delighted to be hosting this unique in terminal experience alongside Disney and World Duty Free. Gatwick is always looking for ways to enhance our passengers’ journeys and in bringing this interactive experience from the globally recognised Star Wars film franchise to our international customer base, we look forward to getting their journeys off to an exciting start.”
Dufry Group – A leading global travel retailer
Dufry AG (SIX: DUFN; BM&FBOVESPA: DAGB33) is a leading global travel retailer operating around 2,200 duty-free and duty-paid shops in airports, cruise lines, seaports, railway stations and downtown tourist areas. Dufry employs over 31,000 people. The Company, headquartered in Basel, Switzerland, operates in 63 countries in all five continents.
World Duty Free’s core business is tax and duty free shopping and its proposition covers the complete spectrum of airport shopping including Beauty, Wines & Spirits, Food & Confectionery, Tobacco, Sunglasses, Watches & Jewellery and souvenirs.
Dufry cares for children and supports social projects from SOS Kinderdorf in Brazil, Cambodia, Mexico, Moroccoand Ivory Coast. SOS Children’s Villages is an independent, non-political and non-demonstrational organization established for orphaned and destitute children all over the world.