Bombay Sapphire Campaign

But Bacardi – Bombay Sapphire’s parent company – envisions an even bigger fan share for the unique gin brand. So Bombay set it sights on Schiphol for a remarkable campaign that was sure to have an impact. The goal: tantalise the senses of Schiphol’s millions of arriving and departing passengers.

In April, the House of Bombay appeared in lounge 2 at Schiphol. It was a miniature replica of the tropical greenhouse in which ingredients for the gin are grown at the British distillery. The House provided a unique way for travellers to get up close and personal with Bombay: delightful gin bubbles dropped down from the copper-coloured ceiling plate onto the curious hands, faces and tongues of more than 2.5 million delighted visitors.

Travellers drank up the concept – literally and figuratively. Bacardi’s decision to engage in sensory marketing produced remarkable results. Bombay Sapphire saw a sales uplift of 365%. In the first week of the campaign alone, sales volumes were 310% higher than in the same week the previous year.

Travellers also had the opportunity to get to know Bombay outside of the special pop-up bar. For example, duty-free shops offered a free gift with every Bombay purchase. The special ice cube trays created sapphire-shaped ice cubes. And various airline lounges served Bombay Sapphire to travellers. Of course, all of Schiphol’s many bars and restaurants offered Bombay Sapphire to their thirsty patrons. That served up a great blend of touchpoints, if you ask us.