Campari Group , in partnership with connected experience agency SharpEnd , disrupted the global travel retail industry with a radical approach to delivering a virtual brand experience as part of The Moodie Davitt Virtual Travel Retail Expo 2020 .
The inaugural Moodie Davitt Virtual Travel Retail Expo ran as a replacement for the cancellation of the leading annual travel retail conference . It ran online from 12-16 October , 2020 and brought together over 4,000 retailers and brand owners across categories such as Wine
Fly Campari Group
Italian spirits company , Campari Group takes flight with a unique virtual exhibition stand experience to wow the travel retail industry
& Spirits , Confectionary and Beauty & Fashion .
By considering how brand activation can change when moving from a physical environment to a digital one , SharpEnd collaborated with Campari Group to come up with a fully immersive , 360-degree virtual experience that would transport attendees around the world to discover the homes of three iconic brands .
Part of the activation ’ s priority would be Aperol - a global phenomenon and the fastest growing spirit brand in the travel retail channel over the past five years .
Campari Group is also accelerating investment in brown spirits with The Glen Grant premium aged single malt scotch , and is bringing something new to the American whiskey category with its Wild Turkey premium progressive bourbon range .
A solution was therefore needed so that visitors could discover these brown spirits , as well as engage with Aperol , and for the activation to showcase brand priorities in a relevant , yet disruptive way to excite retailers .
“ THE CREATIVE SOLUTION WAS TO LAND A VIRTUAL PRIVATE JET IN THE MIDDLE OF THE EXHIBITION HALL AND INVITE EVERY SHOW VISITOR TO ENJOY A PRE-FLIGHT COCKTAIL IN THE CAMPARI GROUP DEPARTURES LOUNGE .”
Instead of a conventional booth , the creative solution was to land a virtual private jet in the middle of the exhibition hall and invite every show visitor to enjoy a pre-flight cocktail in the Campari Group Departures Lounge , before embarking on a round-the-world brand experience with flights to Venice , Kentucky and Speyside to discover the three spirit brands individually .
A SharpEnd team , led by creative technologists and 3D , UI & UX designers , set about developing the experience , whilst Campari Group secured a ‘ Gold Package ’ stand , located right in the middle of the virtual exhibition hall - providing a large footprint for maximum impact .
On boarding the private jet , visitors selected a drink that corresponded with their choice