Heinemann launches summer promotion in Scandinavia

Nicole Mezzasalma

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The retailer’s stores at Scandinavian airports will host themed promotions during the summer holidays

German travel retailer Gebr Heinemann has launched a summer promotional campaign at its Scandinavian duty-free shops. Participating airports include Copenhagen Kastrup, Oslo Gardermoen (pictured right) and other locations at Stavanger, Bergen, Trondheim and Kristiansand.

At Copenhagen (pictured below), the campaign is called Beauty and the Beach and is using posters and advertisements in the tax-free catalogue and newsletters. The cross-category marketing campaign is taking place in two promotional areas airside with a total floor space of 95sq m (1,022sq ft). The duty-free store is promoting holiday-related items such as suncare products, summer cosmetics and fragrances, sunglasses and liquor. Free makeovers involving bronzing powder will also be available.

In Norway the theme of the promotion will be Summer’s in the Air. In addition to promotional materials in the terminals, off-airport media are also being employed to inform passengers of the campaign, with large banners welcoming travellers as they arrive at the airport station. The Norwegian campaign runs throughout the duty-free store, and will include free beach bags, beach balls and face-painting for children.

Gebr Heinemann head of trade marketing in Scandinavia Cathrin Spiess said: “We want to take travellers with us on a journey, starting at the point of sale. From the moment they enter the shop, we invite customers to spray on some of their favourite summer fragrances and then lead them through a world of adventure that is reflected throughout the sales area.”