Blue 449, MPL, Posterscope, and Taxi Media have rolled out a striking new campaign to launch Mugler‘s new Aura Mugler Perfume range that sees a fleet of specially wrapped, glittering green taxis hit the streets across five key cities. The glitter and gloss vinyl wrapped taxis are part of a wider social influencer campaign that will give beauty influencers a fully immersive Aura Mugler experience as they are transported to special in-store events promoting the new fragrance.

The unmissable sparkling green taxis are fully decorated outside and for the first time ever also include branded floor vinyl’s. During PR activity the interior ceiling is also decorated and each of the seats contain props for photo opportunities.  Drivers are dressed in specially tailored glittering green jackets and will distribute samples to brand ambassadors and the public riding in the taxis.

The campaign is live now and runs until mid-October, alongside both interior and exterior digital taxi screens.

Tania Alvarez at Mugler, said: “Aura Mugler is a women’s fragrance of vital energy that celebrates mystical, free and daring women, so we needed to deliver a bold, audacious and impactful campaign to support the launch of the new Aura Mugler Eau de Toilette fragrance.  By creating these stunning and glittery emerald green taxis and by dressing up their interiors, we can immerse social influencers and members of the public into the world of Aura Mugler and give them an unforgettable and shareable experience.”

Anne-Marie Hammond, Business Director at Blue 449, added: “It’s always exciting to create new out-of-home advertising opportunities for our clients, and we are thrilled to bring this glamorous campaign to life for Thierry Mugler. These beautifully wrapped and designed taxis, with the first ever vinyl interior floors, not only stand out on the street but also give passengers and influencers a memorable journey with the opportunity to sample the product once inside the vehicle. The taxis have also ensured influencers have more engaging content on their social channels.”

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Tiffany is marking the launch of its new signature fragrance to the UK market with experiential activity in one of the busiest areas of Heathrow’s Terminal 5.

The campaign will allow passengers to personally experience the brand-new Tiffany perfume, crafted to reflect the diamonds for which the legendary jeweller is famous. The scent itself is described as ‘elegant and light’, with a bottle designed to reflect light and a cap showcasing a ring displaying the Tiffany & Co. hallmark.

Passengers will be able to test the fragrance at the stand. The diamond-inspired perfume bottle comes nestled in the famous Tiffany blue box and passengers will exclusively be able to have theirs engraved before it is then beautifully gift wrapped.

The site is located in Terminal 5 Departures, home to a range of prestigious and premium retailers, which means it should attract passengers actively seeking entertainment from high end brands such as Tiffany.

Tiffany designed the stand, which was manufactured and installed by Emerald House Associates. BlackJack Promotions is providing the staff.

With over 3,400 fragrances available to buy at Heathrow Airport and £122 million spent on scent alone in 2016, the experiential stand provides a unique and effective way for Tiffany to cut through and ensure the brand is front of mind when passengers are considering their fragrance purchases.

Tiffany’s campaign was booked by JCDecaux OneWorld through JCDecaux Airport and will run for one month at Heathrow Terminal 5. The experiential campaign is supported by bookings across digital screens in Terminal 5, Terminal 2 and across the Digital Totems in T5.

Steve Cox, Marketing Director for JCDecaux Airport, says: “An experiential site such as this provides the perfect platform to launch a new fragrance.  Tiffany has recreated the essence of their brand, and can both engage a highly receptive audience keen to spend on the product, and propagate their message far beyond the airport environment.”

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Blackjack Promotions, a leader in retail-focused experiential marketing, has delivered a complete package for the launch activity of Michael Kors’ new perfume, Wonderlust, in Manchester’s Trafford Centre, with the activation culminating at Birmingham’s Bull Ring today (October 4, 2016).

Working from an initial brief and a 30’ TV ad, Blackjack developed the creative, designed the stand, created a social sharing mechanism, recruited and provided brand ambassadors, as well as full build and installation. Specialist outdoor media agency Talon also worked on the project.

The end product is an aspirational and luxurious space featuring images of the High Life as backdrops plus a luxury ‘boat’ which passers-by are invited to sit in and have their own personal GIF created. From here, consumers can immediately choose to have their GIF emailed to them or can share directly to any social media platform of their choosing, using the hashtag #wonderlust.

The name of the new perfume, Wonderlust, is a play on words, marrying ‘wonder’ with ‘wanderlust (the desire to travel and to escape). The concept of ‘escape’ is central to the Wonderlust story, according to Michael Kors. The advertising campaign includes a TV commercial and video, developed by Mario Testino, featuring the ‘face’ of the scent, a gold sequined-dress-clad Lily Aldridge, in an unknown far-flung locale. She escapes from a yacht in a small speedboat with her lover, Dutch model Wouter Peelen, and they head off into a rose-fueled sunset.

The stand was live at Manchester Trafford Centre on Saturday 24^th and Sunday 25^th September 2016, with shoppers being directed into Boots to buy. It then moved to Birmingham’s Bull Ring shopping centre from October 1^st to 4^th, driving shoppers into Debenhams.

The Michael Kors #wonderlust project is the first to be delivered by Blackjack Promotions new Account Director—Experiential, Andy DeVito, who recently joined with the brief of delivering ‘end to end’ services for clients.

DeVito moved to Blackjack from specialist events, experiential and retail production house Bluedog Productions, where he was Airport Specialist and Head of Global Travel Retail, delivering event and experiential activations and retail builds in numerous international territories for clients including Bacardi, Remy Martin and Stolichnaya.

Blackjack Promotions is the leading staffing solutions, travel retail and experiential specialist with operations in the UK and the Middle East. Its core service offering falls under three headings: travel retail, experiential and logistics. It also works hand-in-hand with agency partners and media owners using its experiential expertise to bring brands and briefs to life.

Blackjack is a member of the Airport Promotion Agencies (APA), of which Blackjack MD Sally Alington is joint-chairman, and the Institute of Promotional Marketing (IPM).

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