CTC-ARI launches Las Vegas-themed promotion at Larnaca

Nicole Mezzasalma

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The airport authority hopes the marketing campaign will “maximise penetration and customer spend in a novel way”

CTC-ARI has launched the first campaign in the Amazing Days series at Larnaca airport. The Amazing Days at the Airport–Viva Las Vegas promotion has been developed to “maximise penetration and customer spend in a novel way” through a partnership between retailers and key airport operators, the company said. For every €35 ($51) travellers spend in the airport’s retail or food and beverage outlets, they will receive one ticket for the chance to win the grand prize of a trip for two to Las Vegas, including pick-up from their home in a stretch limousine, transfer to and from airports, business-class flights, accommodation at the Bellagio hotel and $10,000 spending money. Customers will also have an opportunity to increase their vouchers through a Las Vegas-style roulette game located after passport control.

To support the marketing campaign, several suppliers have launched their own promotions. Liquor company William Grant & Sons, for example, is giving people who purchase their products at Larnaca the chance to win a trip for four people to Royal Ascot in June, including return flights to London Heathrow airport, limousine pick-up from Heathrow, accommodation at a five-star hotel, new outfits for the ladies in the party and £2,000 ($3,928) spending money for the group.

CTC-ARI general manager Gerry Crawford said: “I loved the idea of Las Vegas for the first campaign as it is so exciting and colourful; it allowed us to go crazy with the first launch. We have created some great visuals all over the airport. The campaign is also being supported by advertising on radio, outdoors and in local print media. Apart from some amazing prizes we have pushed the boundaries in terms of developing additional spend and penetration by including other key travel operators in the promotion. Sponsors include Austrian Airlines, Top Kinisis Travel [the largest Cypriot outbound travel agent], and Hermes Airports. Our key sponsors are also supporting the campaign by maximising communication with their customers in various ways and featuring it on all their websites.”

Crawford added that giving travellers the opportunity to gain tickets through purchases in food and beverage outlets could also boost retail penetration. “We have also included the food and beverage operator in the promotion and any purchases made in any of the commercial areas at Larnaca or Paphos airports will count for inclusion in the draw,” he explained. “Customers can combine receipts from all outlets to maximise their chances; so food and beverage customers who may not have previously visited the shops are encouraged to do so and vice versa”.

“Overall I think the promotion is daring and is generating some real pizzazz and ‘retail-tainment’,” Crawford added. “The response from passengers has been positive and immediate and we hope that it is successful. To ensure [staff support] CTC-ARI has also developed a staff incentive scheme which, again in Vegas style, the winnings get bigger and bigger as different target levels are reached.”