Posted: Dec 9, 2010
Contentainment continues for Christmas specials
'Contentainment' (see here for details) is now in full swing for Christmas for Blackjack and World Duty Free (WDF).
Coinciding with one of the busiest times in the terminal’s calendar, this latest event will be themed around WDF’s Christmas marketing concept and will run from November 27 to December 30. To set the scene, all WDF and promotions staff have specially designed outfits and during the event there will be targeted sampling of relevant brands and a range of entertainment, such as live DJs. On top of this a special video has been created to be displayed on the huge multiscreen plasma wall – known as the Wonder Wall.
“The video has been created to reinforce the World Duty Free campaign and highlight the brands that are on promotion,” said managing director of Blackjack, Sally Harrison. “The idea is that brands buy into the Contentainment event and get their promotional content played at strategic times of the day on the Wonderwall, targeted around the profile of passengers passing through the terminal at any given time. Sampling schedules are then activated to maximise sales.”
Sue Gosling, Head of Digital Media at WDF, added: “The WDF Contentainment network accurately targets an ever-increasing number of ABC1 business and leisure passengers every month, and Blackjack has been instrumental in helping us create a ‘living breathing’ store concept that brings together our iconic feature wall displays, state-of-the-art digital signage and creative in-store audio to createstunning live events supported by impactful merchandising and effective, high calibre sampling. Contentainment helps deliver a world-class shopping experience and is designed to create a unique focus on product promotion and brand building.”