FMBX News

Blackjack in "contentainment" theatre in World Duty Free

Travel Retail Promotions specialist Blackjack, has worked with World Duty Free to deliver a range of experiential activities to take advantage of the airside shopping giant’s showcase store at Heathrow Terminal 5.

Blackjack has worked alongside WDF to support their calendar of ‘Contentainment’ activity and event themes that blend experience, excitement and emotion with the latest in visual and audio digital technology. Combining creative content and retail entertainment, WDF’s unique ‘Contentainment’ concept helps create a truly unique in store shopping experience for customers.

WDF’s latest event is Style City, which is themed around fashion and was designed to coincide with the various Fashion Weeks around the world; unified costumes across the staffing team and strong in store merchandising connect with the on screen theme. During the event Contentainment facilitated ‘destination targetting’,sampling of relevant brands and a range of entertainment, such as live DJs. On top of this WDF has created a special ‘Style City’ video  to be displayed on the huge plasma multiscreen wall – known as the ‘Wonder Wall’.

“Blackjack managing Director, Sally Harrison comments. “Brands buy into the Contentainment concept and have their promotional footage played at certain times of day on the Wonderwall, which can be targeted around the types of passengers passing through the terminal at any given time in order to maximise on impact. The product sampling and instore activity is then linked to this, through our staff sampling schedule.”

Sue Gosling, head of contentainment at World Duty Free, added: “The World Duty Free Contentainment concept accurately targets an ever-increasing number of ABC1 business and leisure passengers every month.  Blackjack has played a key role  in helping us create a ‘living breathing’ store concept and deliver engaging and exciting in store theatre and high calibre product sampling and customer interaction.”

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