Reinventing the Customer Experience in Airports
For the launch of its new men’s skincare range Dior Sauvage, the brand wanted to make a strong impression with a bold and distinctive brand activation. In a highly competitive environment where travellers are looking for exclusive experiences, the objective was clear: to highlight the product, boost engagement, and create a strong emotional connection between the brand and passengers.
The challenge lay in transforming a simple airport journey into a reinvented customer experience with a barber, combining expertise, personalisation, and prestige.
An Immersive and Premium Activation at Manchester Airport
We designed an airport activation at the heart of Manchester Airport, conceived as a genuine brand experience.
The pillars of the operation included:
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The presence of a professional barber, offering travellers an exclusive, tailor-made service.
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The introduction of gift-wrapping solutions, highlighting the art of gifting and enhancing the desirability of Dior Sauvage products.
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The support of expert promoters, trained in cabin services, to assist the barber and guide customers along their purchase journey.
This approach combined point-of-sale theatricalisation, interactivity, and product valorisation, turning a service into a truly immersive brand activation experience.
Flawless Orchestration for Measurable Success
The event was prepared over a period of 2 to 3 months, with close coordination between the Dior and GLOBE TRAVEL RETAIL teams.
A pre-promotion meeting brought together the Regional Operations Director and the Dior Brand Manager to define expectations and objectives. The Operations Director then worked alongside the Commercial Director on budgeting, and with the Terminal Manager to set the dates and logistics.
This seamless orchestration ensured smooth execution and real-time performance tracking throughout the activation.
The result: a reinvented customer experience with a barber that successfully combined prestige, innovation, and commercial performance, confirming the power of experiential airport marketing as a lever for growth and differentiation for luxury brands.
