Travel Retail and Duty Free Business Intelligence    Wednesday 27 August 2014

NEWS

World Duty Free Group creates major Sri Lankan cricket promotion

Published: 12/10/12

Source: ©The Moodie Report

By Melody Ng, Asia Bureau Chief

World Duty Free Group has teamed up with Brown-Forman to launch a promotion, ‘Cricket Fever 2012’, at Bandaranaike International Airport. The campaign was organised to coincide with the ICC T20 Cricket World Cup, which was held in Sri Lanka this September and October (and won by the West Indies last weekend).

The eight-week long campaign runs until November and was unveiled by Airport & Aviation Services (Sri Lanka) Limited Chairman Prasanna Wickramasuriya.

Customers making purchases of two bottles or more from participating brands (Jack Daniel’s, Gentleman Jack, Finlandia and Pepe Lopez) at the arrival and/or departure duty free stores at the airport can win a range of daily and weekly prizes.

During the promotional period, one winner per week is being selected through scratch card games. Of these eight winners, five were selected prior to the Cricket World Cup Finals. Along with their chosen companions, they won an Air Senok helicopter ride from Colombo to Trincomalee, a stay in a beach chalet at the Hotel Chaaya Blu with fine dining and the opportunity to catch the T20 Cricket World Cup Finals on a giant screen.

All weekly winners and their companions will also be given the opportunity to cruise the Indian Ocean on a luxury yacht owned by Ceysail Cruises. The three weekly winners, who will be selected after the Cricket World Cup, will enjoy an air taxi ride from Colombo to Koggala on 10 November, followed by a luxury yacht excursion to watch dolphins and whales. The winners will stay at the Hotel Chaaya Tranz – Hikkaduwa with one night full board stay for two.

In addition to the weekly prize winners, over 1,800 daily winners will win Sri Lanka Cricket T-shirts, caps and other branded merchandise.

Airport & Aviation Services (Sri Lanka) Ltd Chairman Prasanna Wickramasuriya (right) and World Duty Free Group’s Maher Qassab (left) officially unveil the Cricket Fever 2012 campaign
The campaign by World Duty Free Group and Brown-Forman runs for eight weeks
World Duty Free stores at the island nation’s first entry and last exit points have been decorated with national flags, player cut-outs and other cricketing memorabilia.

World Duty Free Group Head of Operations Sri Lanka Abraham Alexander said: “Our duty free stores, decked out in full cricket regalia help to create excitement in the airport and in-store theatre in line with the Cricket World Cup. Our aim is to create a unique feeling of involvement for Sri Lankan passengers and international visitors by truly celebrating Sri Lankan cricketing heritage.

“This promotion offers the customer a chance to win fantastic prizes and novel cricketing gifts and we are delighted to partner with Brown Forman and work in close collaboration with them on this campaign.”