“What Does Your Heart Tell You?”

Our Objective

To stimulate passenger consideration and purchase of higher value items as ideal gifts for Valentine's Day within a predominately price sensitive retail environment.

Our Strategy

We used emotive phrases to position the items as romantic gifts for loved ones or indulgent personal treats … "Angels Lavish The One They Love, Devils Indulge Themselves". Champagne became "Bubble Bath", Chocolates turned to "Love Bites", Fragrance to "Love Potions"

Heat sensitive gamecards were handed to passengers and they were told that the symbol revealed would show "what was in their heart" … were they a real angel or a little devil? The symbols actually related to savings on the purchase of the featured items in store. And to complete the activity, passengers could enter a prize draw to win a holiday to Los Angeles ("The City of Angels") and Las Vegas ("The Perfect City For Little Devils)!

The Results

The campaign helped Increase Average Sales Of Key Featured Lines By 182% and achieve a 1,000% Sales Return On Investment during the promotional period.