Schiphol Advertising - Hendrick’s Gin Campaign

When retail, media and digital work together to get the best omni-channel experience

With attractive advertising, Hendrick’s Gin was present at Amsterdam Airport Schiphol in May 2024. A special pop-up was designed to bring together the worlds of Gin and Perfumeries, including a tasting of their new Hendrick’s Gin “Eau de Cucumber”. The pop-up was set in Lounge 2, a prime position surrounded by all passenger flows. This activation was supported by a media campaign throughout the airport on our large lightboxes, digital shopping network and wifi network.

The campaign

The Hendrick’s Gin Perfumery at Amsterdam Schiphol brought the iconic ‘Eau de Cucumber’ scented cocktail garnish to Amsterdam, following successful introductions at Frankfurt Airport and Paris Charles de Gaulle. It was designed to offer adult passengers a delightfully peculiar and refreshing experience, while spotlighting the award-winning Scottish Hendrick’s Gin hero ingredient: the cucumber. The Hendrick’s Gin Perfumery took the brand’s obsession with the cucumber to new heights, showcasing a bespoke perfume for its gin that brought even more cucumber flavour and refreshment to a Hendrick’s & Tonic. Discerning travellers were able to nose the novel fragrance which was developed in collaboration with Global Brand Ambassador Ally Martin. They were also encouraged to sample it as a spritz over a delicious Hendrick’s Gin & Tonic, carefully mixed by brand ambassadors at the pop-up. This was designed to deliver a delicious double dose of cucumber flavour and bring all round sensory refreshment to this revamped airport retail space. Next to the pop-up, a full takeover of Lounge 2 was created by using our digital shopping screens and our large lightboxes. Adding to this, the WIFI network was used to reach and inspire arriving and departing passengers throughout their entire journey.

Campaign Hendrick's

The Success

Looking into the results we saw a sales uplift of 134% in Lounge 2 during the campaign period. Furthermore, the enthusiasm of the passengers was felt by the positive reactions on location and we received a lot of positive reactions online where the beautiful campaign was widely shared on the social channels of Schiphol Media and Hendrick’s Gin. With a pop-up like this and the campaign rolled out throughout the airport on our digital networks, this activation shows how luxury brands as Hendrick’s Gin and our team at Schiphol and SAR Heinemann can work together to create interest and boost sales with a well-designed promo location and campaign.

“

We are pleased to bring the third iteration of this activation to Amsterdam Schiphol Airport. The Hendrick’s Gin Perfumery has already proved to be a hugely popular draw for curious travellers, and we are confident that it will create interest, drive footfall and boost sales in this latest location, too.

Gwilym Cooke, Head of Brand Marketing Global Travel Retail, William Grant & Sons