Sol de Janeiro, a vibrant and fast-growing beauty brand known for its Brazilian-inspired body care products, is part of the prestigious L’OCCITANE Group. With a mission to help people feel confident in their own skin, Sol de Janeiro's products are renowned for their unique formulations, tropical scents, and skin-loving benefits. Their tagline, “Unleash Your Summer Self,” perfectly encapsulates their brand essence—radiating positivity, fun, and a sense of endless summer.
Objective:
Sol de Janeiro aimed to amplify brand awareness on a global scale by leveraging the travel retail sector, an industry that specializes in selling products to international travelers. Duty-free stores in airports have long been a retail channel where travelers indulge in premium products during their journeys. Given that travelers are primed for new experiences, Sol de Janeiro sought to capitalize on this key retail environment to introduce their range of products, connect with new customers, and drive additional sales.
The Sol de Janeiro Summer Tour:
In collaboration with Miami-based travel retail marketing agency Edgexecution, Sol de Janeiro launched the “Sol de Janeiro Summer Tour,” a large-scale marketing campaign that spanned airports across key North and South American cities, including San Francisco, Vancouver, Lima, Miami, Newark, Las Vegas, and more. The goal was clear: capture the attention of millions of international travelers and inspire them to embrace the Sol de Janeiro brand while enhancing their airport experience.
Edgexecution, known for their expertise in executing creative and effective travel retail marketing strategies, was tasked with orchestrating this ambitious initiative. They worked closely with the Sol de Janeiro team to ensure that the brand's message and identity were not only communicated clearly but also resonated with diverse global audiences traveling through the targeted airports.
Campaign Strategy and Execution:
To execute the Summer Tour, Edgexecution devised a multi-faceted campaign aimed at engaging travelers. This strategy was rooted in experiential marketing, designed to provide travelers with an immersive and memorable interaction with the brand.
1. Creative Exhibitions: The heart of the campaign was strategically placed Sol de Janeiro pop-up exhibits and kiosks located in high-traffic areas of the airports, including duty-free zones. These exhibits were vibrant, eye-catching, and mirrored the sunny, tropical vibe of the Sol de Janeiro brand. The creative setup invited travelers to stop and explore, ensuring high visibility and engagement.
2. Brand Ambassadors: Each exhibit was staffed by trained Sol de Janeiro brand ambassadors, equipped with extensive knowledge of the product range and the brand's benefits. The ambassadors played a key role in fostering personal connections with travelers by offering engaging product demonstrations, explaining the unique properties of each product (such as the hydrating Brazilian Bum Bum Cream and refreshing body sprays), and sharing the brand's philosophy. This one-on-one interaction was pivotal in creating a strong first impression and increasing brand affinity.
3. Sampling and Product Tasters: To further entice travelers, brand ambassadors offered taster products and samples to passersby. These small yet impactful gestures allowed travelers to experience the products firsthand—whether it was the scent of Sol de Janeiro’s iconic body mist or the luxurious texture of its creams. This sensory engagement was essential in building excitement around the brand and sparking immediate purchases.
4. Targeted Messaging: The tagline “Unleash Your Summer Self” was central to the tour’s messaging and was prominently displayed in marketing materials, from digital screens to printed collateral. This slogan, paired with Sol de Janeiro's imagery of vibrant beaches and carefree summer vibes, instantly connected with travelers, reminding them of the joy and freedom of summer—something everyone could relate to during their journey.
Outcomes and Impact:
The Sol de Janeiro Summer Tour delivered impressive results, in terms of brand visibility. Airports across the U.S., Canada, and Latin America became hubs of excitement as travelers were drawn to the vibrant pop-up stations and enticed by the opportunity to try the brand’s coveted products. The combination of experiential marketing, personalized engagement, and product sampling helped Sol de Janeiro cut through the noise of the airport environment and create a lasting impression.
- Increased Brand Awareness: The creative exhibitions and brand ambassadors reached thousands of travelers daily, many of whom were introduced to Sol de Janeiro for the first time. The tour amplified the brand’s presence in a highly competitive space, positioning Sol de Janeiro as a must-try beauty brand for travelers looking to indulge.
- Sales Growth: The positive response to the samples and demonstrations translated into immediate sales at duty-free stores. Many travelers, after experiencing the products firsthand, made purchases on the spot, contributing to significant sales growth during the campaign period.
- Customer Engagement: The personal touch provided by the brand ambassadors helped create meaningful connections with travelers. This engagement not only fostered brand loyalty but also encouraged repeat purchases as travelers sought out Sol de Janeiro products in their home countries or online after their travels.
Edgexecution’s partnership with Sol de Janeiro on the Summer Tour was a remarkable success. By transforming airports into vibrant, sensory-rich environments, they effectively captured the attention of international travelers and conveyed the essence of the Sol de Janeiro brand. Through strategic placement, personalized interactions, and product sampling, Edgexecution helped Sol de Janeiro strengthen its position in the travel retail sector and attract a new wave of devoted customers eager to “Unleash Their Summer Self.”
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