Carolina Herrera 212 Heroes makes travel retail Americas debut with disruptive omnichannel campaign – The Moodie Davitt Report

Ambitious and omnichannel: The Carolina Herrera 212 Heroes campaign embraces your complete passenger journey and covers 19 international locations and 74 airport doorways in North and South America
Forever younger: Carolina Herrera Brand Ambassadors strike a pose on the 212 Heroes animation in Cancun Airport
Puig has launched an intensive omnichannel campaign throughout 19 international locations and 17 airport doorways to have a good time the launch of the Carolina Herrera 212 Heroes perfume in Americas travel retail.
The bold campaign, which embraces your complete passenger journey, is working at main North, Central and South American airports all through June and July.
They containsNew York-John F. Kennedy International Airport; Miami International Airport; São Paulo-Guarulhos International Airport; Buenos Aires Ezeiza Airport; Benito Juárez International Airport in Mexico City; Jorge Chávez International Airport in Lima and Cancún International Airport.
Rebelliousness and authenticity are the core values of the Carolina Herrera 212 Heroes campaign which options geo-focused advertisements, excessive-profile shows, personalisation and gamification
212 Heroes affords a youthful fruity twist to the traditional masculine fougère scent
An ode to youth as a mind-set
As reported, 212 Heroes is the most recent masculine perfume from Carolina Herrera. It opens with fruity high notes of Pear Elixir, ginger and lemon haze hashish, adopted by a coronary heart of Geranium Oil Madagascar and sage. It closes with leather-based accord and musk base notes.
The vegan scent, licensed by third-celebration transparency organisation Expertise Vegan Europe (EVE), was launched in worldwide travel retail on 1 June
The Eau de Toilette is available in a hanging skateboard-formed flacon, an extended-time image of Carolina Herrera’s 212 line. It is obtainable in two sizes, 90ml and 50ml, and was designed in order that prospects can take one on the go and depart the opposite at house.
The skateboard can also be a logo of rebellious youth, which was the inspiration of the brand new scent.
Sense of place: There is loads of personalisation on provide as prospects are gifted with 212 Heroes stickers — that includes landmarks from town they’re in — to customize their perfume bottles, skateboards or baggage

The playfulness of 212 Heroes has been delivered to life via hanging in-retailer animations that transport travellers to New York City, introduce them to skateboarding tradition and immerse them within the perfume’s youthful world.

Rebelliousness and authenticity are the core values of the animation which options perfume discovery bars, mini skate ramps and unique items with buy. To additional elevate shopper engagement, the pop-ups additionally characteristic a digital retailtainment sport which take travellers on a digital skate experience via New York City streets. The sport might be accessed via a QR code.
To improve sense of place, prospects are given localised 212 Heroes stickers with each buy. The stickers characteristic landmarks from town they’re in and can be utilized to personalise their baggage or skateboard.
Through the scan of a QR Code, prospects are transported to New York City which has been (just about) reworked right into a skateboarding playground within the 212 Heroes cellular sport
Engaging passengers in any respect touchpoints of their journey
The Carolina Herrera 212 Heroes campaign extends to the digital realm too and options in depth social media exercise throughout airports, inflight and on retailers’ social platforms.
The perfume has been described as “an ode to youth as a mind-set” as characterised by Carolina Herrera’s 212 gang of ambassadors. In the hanging visible campaign, the 212 gang skate round New York City, celebrating the worldwide skateboarding motion.
The social media campaign goals to succeed in passengers in any respect touchpoints of their journey. In a model first, the 30-second 212 Heroes movie campaign was proven on all CopaAirlines flights throughout the Americas all through June. The advert included a name to motion for passengers to expertise the perfume themselves at varied obligation free shops.

An emblem of rebellious youth: The perfume is available in a playful skateboard-formed flaçon, which was initially revealed in 1996 by Carolina Herrera
212 Heroes has additionally taken over Cancún Airport, Latin America’s busiest airport for worldwide passenger visitors in 2021 (12 months-to-date April 2021), by broadcasting the perfume campaign on 105 digital screens throughout two terminals. An identical campaign can also be working at São Paulo-Guarulhos International Airport Terminal 3 and Ezeiza International Airport.
In addition, the 212 Heroes campaign incorporates paid geo-focused social exercise that delivers model messaging particular to the airport metropolis. It additionally options promoting on Dufry and Attenza Duty Free’s owned web sites and social media channels.
The 212 Heroes campaign movie is displayed throughout 105 screens in Cancún Airport and thru excessive-profile media campaigns in São Paulo-Guarulhos International and Ezeiza International airports
Puig Travel Retail Americas General Manager Felipe Grant stated: “A launch campaign of this magnitude strengthens Carolina Herrera’s management within the Americas area and demonstrates Puig’s dedication to creating unforgettable perfume experiences.
“The disruptive 212 Heroes campaign, with its digital and sense of place parts, is a incredible approach to welcome travellers again to airports and I want to thank our retail companions for his or her help in bringing this complicated campaign to life.”

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