Portfolio

Charlotte Melki

Strategic thinking• Objective:Build emotional connections between the brand and target consumers to create brand advocates.(Considering brand truths, values and essence)

• The “how”:Assess consumer insight (target & strategic audiences), customer opportunities and financial implications to build volume and drive brand consideration.

Golden Beacon Portfolio management (prize winner concept):

Objectives :Drive consideration, brand education and conversion to purchase

Challenge :

Strategy:Design & deliver a 12m² bespoke Portfolio Showcase to feature 3 core brands with the ability to change brands every 4 months over 2 year period.“Plug & Play” & Modular design concepts ensure build longevity; brands can be interchanged and the merchandising units can be used in its whole or partly, for smaller-scale activations. The low production/adaptation CAPEX cost of €45K per year (to change the brand focus twice per annum) allows PRTRE to use this project for other locations at a limited cost, it can therefore be adapted to both other TR locations and Domestic Markets.

KPIs:Number of PAX per year in terminal 2 : 14M Number of PAX estimated to enter the Central shop : 4.5M Interactive conversation in the Golden Beacon : 14-15K

Jameson distillery road show_ Amsterdam

Objectives:Drive Consideration & Purchase through visibility & engagement Build Advocacy- achieved through tastings, education, gifting with purchase, path to reward Maximise sales- via airport staff

Challenges:Large scale activationStay in line with the global campaign

Strategy:• Digital activation creating theatre and product education, Giant 2.8m

Jameson interactive bottle showcasing the story line of Jameson• Activation included digital engagement, social media targeting,

cocktail sampling, GWPs, cocktail booklets, in store theatre (giant copper bottle with animated window)

• Digital : Use of Geo targeting; work with a digital agency to target the strategic crusaders via most visited websites when browsing in the airport. Used reward in order to increase footfall on the HPP : “come and get your free Jameson copper key ring”

• Entry to competition via Facebook and twitter to win a trip to Dublin. Great press coverage and visibility on social medias and blogs

• Linked to a global twitter campaign

KPIs:• Sales: Volume uplift of +22% vs. LY • Tasting : sold 800 cocktails (+45% vs Bacardi’s bar in the same airport)• Twitter: Achieve 102 conversations with passengers• Competition entry : 8100• Brand Followers: Gain 800new followers for the brand (Instagram

and/or Twitter)• PR: Achieve 4 trade articles

Ballantine’s Leave an impression _ Schiphol airport and Zurich airport

Objective :Elevate the credentials of Ballantine’s recruit new consumers to the brandCreate an emotional connection between the consumer and the brand through interactive and engaging retail activity.To protect and drive incremental volume of the brand, winning in the last 3 feet.

Challenge :Great scales activation in 2 different airports with many restrictions

Strategy:• Launched an airport takeover designed to engage with passengers

in-store and online. • Activation included digital engagement, social media targeting,

cocktail sampling, GWPs, cocktail booklets, in store theatre (beat boxing)

• Passengers were encouraged to share their picture on social media (reward mechanic : free tasting)

• Strong sale force : Create a Ballantine’s promoter/ambassador team with a strong understanding of the brand and its values : Incentivised and trained promotional team.

KPIs: • Sales: Volume uplift of +15% vs. LY for Zurich and +12% for

Schiphol• Instagram: Achieve 9760 photos shared by passengers• Twitter: Achieve 56 conversations with passengers• Brand Followers: Gain 700new followers for the brand (Instagram

and/or Twitter)• PR: Achieve 5 trade articles

Charlotte Melki

Martell luxury Pop Up_Paris

Objective:Create the ultimate luxury Martell experience in Paris Charles de Gaulle airport’s most luxurious terminal and with the most Asian flights for the 300 year anniversary of the Martell house and communicate on its history, its values and its heritage.

Strategy:Create a luxury shop-in-shop concept to communicate on Martell’s 300 year anniversary. In order to do so we have considered the 3 pillars :Stand out, using the brand new identityAttract, with the tricentanary logo and animation (screens)Be memorable, via experiences relaying the tricentanary pillars

KPIs • Passenger reach : 200,000 PAX/month• Sales: +1265% vs LY; turn over of 267,400 euros

(+881% vs LY) • Award : best practice by Aelia (customer)• Competition : Martell jumped first in front of

Hennessy and remy martin for the first time in Paris CDG