To celebrate the Italian F1 Grand Prix, a Williams Martini
Racing car is on display at Milan Malpensa airport, courtesy of Martini’s
brand owner, Bacardi.
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| The Williams Martini Racing F1 car at Milan Malpensa airport |
The airport is the main arrival and departure airport for
more than 125,000 fans attending the Grand Prix at the legendary Monza circuit on
September 7. The event - part of a
season-long promotion that builds on the successful motor racing collaboration
between Martini and the Williams team - runs throughout September.
The F1 car, located in Terminal 1, is framed with race-themed
fixtures to enhance the race day mood. A
large-scale video screen also shows highlights from Martini’s racing heritage
of almost half a century.
The Williams Martini Racing stripes feature on the car and
also alongside striking brand visuals on flooring and pillars in the baggage
reclaim and arrivals areas as well as inside the Dufry-operated duty-free shop.
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| A hostess serves a Martini Royale cocktail |
A stylish tasting bar, centrally positioned in-store, offers
drinks from the Martini range, and the summer dolce vita mood is enhanced
with a Terrazza-style cocktail bar serving a range of cocktails. They include the
classic Martini Royale drink - a 50/50 blend of Martini Bianco and Martini
Prosecco, with lime wedges and ice, finished with a sprig of fresh mint.
Aude Rocourt, regional director Europe at Bacardi Global
Travel Retail, said: “F1 has enormous appeal and incredible resonance with the
luxury lifestyle associated with Martini. We are really proud of this rare opportunity to create such an exciting
and disruptive activation at Malpensa, at a time when F1 fans are travelling
through the airport and to feature the stunning Williams Martini Racing F1 race
car.”
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| Martini's airport theatrics |
