Industry
Air traffic
Shopping
Services
Concept development
Art direction
Copywriting
A unique shopping destination – even before takeoff
Avinor is always looking to evolve their airports, especially as attractive shopping destinations. This includes the introduction of new and unique brands to the mix - and cultivating commercial partnerships in new and exciting ways. When a new opportunity opened up, Knowit helped Avinor take advantage of it.
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Oslo Airport’s challenge has been the limited availability of shop facilities; but the airport still has many unoccupied areas. Why not utilize these to create new shopping opportunities? With this approach, eight new areas were dedicated to a variety of different pop-up concepts fueled by Nordic ideas.
New bags for new collaborators
Knowit created a wide campaign to inform travelers of these new pop-up shops at Oslo Airport, distributed through printed and digital channels and through outdoor advertising. The campaign showed fashionable airport travelers carrying shopping bags with the names and logos of the new pop-up concepts.
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Attracting new contributors with tailor made DM
The next step was to attract more contributors looking to establish their own airport pop-up-concepts. We chose a handful of well established as well as up-and-coming brands to experience how it could feel to be exposed to 460 000 travelers weekly. We chose a personalized approach in the shape of a tailor made shopping bag with the recipient's own logo, combined with “Avinor Oslo Airport”. These shopping bags were mailed to the brands, guiding them to a specialized website with testimonials from current pop-up-concepts along with information on vacancies.
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Results
Inquiries from brands looking to establish their own pop-up-concepts started pouring in. Already within the first week, 70% of the recipients contacted Avinor. Already, a number of contracts on new concepts, as well as deals on prolonging existing concepts, are already in action. The result? Lifting Nordic brands to new heights.
70%
Response rate
13