Aer Rianta TV campaign produces tenfold increase in sales

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New commercials from the airports operator boosted sales of three travel-retail products in July

Aer Rianta Retail said on Monday that a television advertising campaign launched on July 1, promoting its travel-retail offering at Dublin, Cork & Shannon airports, has delivered a tenfold increase in sales for the month of July.

The company said the campaign has led to increased footfall in all shopping areas and greater passenger spending across all categories.

The TV campaign features a 30-second brand commercial, focusing on the value of the general shopping experience and a 15-second "tactical" commercial showcasing key products available at lower prices than the high street.

During July, sales of three of the promoted products - CK One Summer unisex fragrance, Fuji Quick Shot single use camera and a travel-retail exclusive fourpack of Nestle Smarties - reached over 16,000 units, compared to just 1,300 in July 2003.

To support the promotion, Aer Rianta said it increased the space and visibility allocated to the products, positioning them in prominent, multiple locations to encourage impulse buying. Signs and banners replicating the TV commercial artwork were also positioned in strategic locations in the terminals and shops.

Aer Rianta said it plans to continue the format of the campaign through the second half of 2004. Aer Rianta director retail Frank O'Connell said: "We chose television advertising as it provided access to a wide audience of prospective travellers. The Travel Value Airport Shopping commercials have been very successful in promoting the great value offers at Dublin, Cork and Shannon airports and the results in terms of sales are very positive."