This was the first time that the focus of a large-scale commercial promotion at Budapest Airport was not a global brand, but a “local hero”, a Hungaricum product, the deservedly popular Zwack Unicum. As part of the campaign, implemented in July, one of the busiest summer months, a traditional Hungarian brand joined forces with airport distributor Heinemann Duty Free and Budapest Airport. The primary aim was of course to boost sales, and thereby to promote Hungarian products in the international environment of the airport.

Budapest Airport was happy to join the initiative by Heinemann. Passengers received notices and fliers during the few minutes of queuing at the security screening area. Then, once they entered the central part of the new and elegant passenger hall called the SkyCourt, at a special promotional stage they had the opportunity to get to know the history of the Zwack distillery and to taste Unicum spirits, including the new product launched this summer, matured on dried plums and aged in oak barrels.

The promotion campaign was popularized regularly on the digital advertising media placed throughout the terminal. Passengers were attracted not only by the advertising, but also by the significant discounts offered; all Unicum products were available for purchase at the airport duty free shop with a 30% discount.

Interest was immense; numbers show that nearly every fourth passenger tasted Unicum, perhaps either out of curiosity, or to get in the mood for their flight. Sales increased steeply; Unicum sales were five times higher at the Heinemann Duty Free shop than during the same period last year. The most popular product was the new plum-flavored Unicum, which was the subject of the promotion campaign, and accounted for 60% of sales. Additionally, sales of the classic Unicum and of Unicum Next also more than doubled.

“As a Hungarian airport, we are delighted that we were able to make a Hungarian product the focus of our summer promotion campaign, all the more so as it was none other than Zwack Unicum, one of the most famous Hungaricums and a product which is able to stand its ground even in international competition,” commented Alan Bork, director consumer for Budapest Airport. “Based on feedback from our passengers, the joint promotion was very well received, so we would like to continue this initiative as soon as possible, perhaps by presenting another world-class Hungarian product to the international traveling public,” he added.

Source: Budapest Airport Zrt.