The Americas Duty Free & Travel Retailing - Summit of the Americas 2018

Page 84


Ready. Set. Satori

Satori brought to life a winter wonderland Grey Goose vodka campaign at Toronto Pearson Airport this past December


Satori Communications Group explains how building an enlightening out-of-store experience is as easy as 1, 2, 3


rand activation agency Satori helps brands connect with consumers to create a memorable experience. The company has discovered a niche market within travel retail that allows it to offer consumers the premium level of activations they are looking for in their journey. “We are more than an agency you hire to represent your brand,” declares Satori Managing Partner, Kelly Edmunds. “We are a partner that works with you from the beginning to create excitement for your brand in and out-of-store.”

Build your team

Satori passionately believes that building the right team brings fluidity to the process and creates an organic success story. “Creating an out-of-store atmosphere can lead to a lot of moving pieces,” says Edmunds. “Satori collaborates with the airport, the operator, your client team and your agency partners to align objectives and seamlessly execute them under a strong project manager.” Satori works closely with partners like the Greater Toronto Airports Authority (GTAA) at Toronto Pearson Airport to create opportunities for engaging customer experiences like the campaign they rolled out for Grey Goose vodka in Terminal 3 this past December. The campaign engaged travelers by creating a mountain chalet-style ambience in which to unwind and sample a seasonal cocktail from Grey Goose. The themed area was

furnished with branded fittings and theatrical props, including cozy chalet-style seating, deck chairs, log tables, mountain signage and flickering lanterns – and not forgetting a giant snow globe photo activation that brought the intimate atmosphere to life. Tina Williams, Business Development, Partnerships & Advertising, Toronto Pearson comments: “Working in partnership to create a one-of-a-kind Grey Goose experience was a success not only for the brand, but for Toronto Pearson. By creating an immersive and interactive experience for our passengers and expanding that experience to our retail and restaurant partners, it was a proven success for all. In its goal to be the best airport in the world, Toronto Pearson will continue to raise the bar and work with partners like Satori to get us there.”

Expand your reach

Satori seeks to create a fully immersive experience by aligning brands with other vendors in the terminal. For the Grey Goose Alpine Chalet, Satori partnered with food & beverage operator OTG to add three Grey Goose cocktails to its cocktail menu during the promotion, again offering touch points along the traveler’s journey. The digital aspect of these activations also plays a strong role. Satori incorporates on-site digital media to ensure brands are seen throughout the terminal. “Being creative with your screens and


Satori’s ambassadors are a well trained extension of the brand experience they provide

driving awareness of your activation will help bring another layer of exposure,” states Edmunds. Lastly, it’s vital to offer the unexpected, says Edmunds. “Out-of-store experiences are the perfect place for duty free and travel retail exclusives. Work with the operator to ensure a seamless purchase experience for the customer on-site and be sure to educate the in-store associates with the offers so they can drive customers over to your activation,”.

Put the right face forward

Satori is a big believer in hiring ambassadors as opposed to staff. “An ambassador lives and breathes your brand. This resonates with consumers as they build a relationship with the brand. Part of developing your ambassador is making the training an experience, “explains Edmunds. To this end, Satori brings in the experts, creates the ambience and incorporates role play to create an authentic experience. It also focuses on helping the team grow by managing, mentoring and offering on-going training to create a consecutive success story.

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