Schiphol Advertising - Old Amsterdam campaign at Amsterdam Airport Schiphol

Old Amsterdam launched large campaign at Amsterdam Airport Schiphol

In October 2017 Old Amsterdam cheese created an extensive campaign including different media, a promo location, and in-store promotions. With their extensive campaign Old Amsterdam targeted all departing passengers. Travellers from all over the world were tempted to taste and buy a delicious piece of Dutch cheese. With success!

See, taste and take away

The Old Amsterdam promotion took place in Lounges 1, 2 and 3. In these locations, they attracted travelers’ attention by using a large number of digital screens, an eye-catching lightbox, a special promo point and advertisements in shop windows. Upon entering a Fine Food store, visitors were immersed in the world of Old Amsterdam. And in case this experience wasn’t persuasive enough, there were in-store promotions and even a genuine cheese-tasting area to convince them to buy a piece.

Campaign Old Amsterdam

Old Amsterdam Schiphol

Campaign Old Amsterdam

The success

A comparison of the sales during the promotional period with those from the previous year showed positive results.

Outcome 1

From week 40 until week 44 the campaign was fully visible in all lounges. This delivered a total increase in turnover of 62%.

Outcome 2

In weeks 45 & 46 the promo location in Lounge 1 was still running and this still accounted for a 41% increase in turnover.

Outcome 3

We can also see that sales peaked in October. Old Amsterdam's turnover increased by as much as 148.2% in Lounge 1. Lounge 2 saw an increase of 67.3% and the turnover in lounge 3 rose by 10.6%

Furthermore, If we look specifically at the stores in each Lounge, it’s clear to see how sales increased there too. In the Fine Foods store in Lounge 1, Old Amsterdam’s sales increased by 29.5%. In the Lounge 2 store, there was an upswing of 30.9%, and in Lounge 3 the sales figures rose by a pleasing 14.7%.

“

We wanted to improve our image and the brand values of Old Amsterdam among international consumers and stimulate sales abroad. Thanks to the campaign we have increased the brand footprint worldwide.

Rose Verpalen, Brand Manager Old Amsterdam