Diageo Global Travel launch Lounge 0.0%, a brand-new immersive passenger activation from Tanqueray 0.0% at Heathrow Terminal 5
Test your DrinkiQ and make it #AHolidayToRemember
LONDON, June 24, 2022 /PRNewswire/ -- Passengers flying out of Heathrow Terminal 5 this summer can check in at Lounge 0.0%, a brand-new immersive passenger activation from Tanqueray 0.0% - the new alcohol-free spirit alternative now available in travel retail.
Designed to challenge passengers to test their DrinkiQ, the activation empowers travellers with the knowledge to choose positive drinking choices and make it a holiday to remember.
Located in the World Duty Free store in Heathrow's Terminal 5, Lounge 0.0% passengers are offered a bespoke boarding pass with a QR code directing them to the quiz by a dedicated flight assistant, before being escorted to the interactive pop-up bar to complete the quiz on their mobile devices or dedicated iPads installed on the bar top.
Once completed, visitors can show off their quiz score to enjoy a sample of Tanqueray 0.0% and tonic; offering the same delicious taste of Tanqueray London Dry Gin – yet zero alcohol.
Dafydd Pugh Williams, Marketing and Innovation Director, at Diageo Global Travel said, "We're delighted to welcome passengers to Lounge 0.0%. At Diageo, we want to change the way the world interacts with alcohol for the better by celebrating moderation.
Our iconic brands are best enjoyed responsibly, and this is why we have committed to reaching 1 billion alcohol consumers from across the globe with positive drinking messages by 2030.
Thanks to our collaboration with partners World Duty Free and Heathrow Airport, this activation will help us achieve this goal, engaging with passengers pre-flight, capitalising on their dwell time and driving completion of the DrinkiQ quiz.
Our hope for Lounge 0.0% is that we can inspire and educate travellers as they embark on their journey to choose balanced choices and make it a holiday to remember."
On departure, passengers are gifted a bespoke reusable water bottle, encouraging them to stay hydrated with H20 throughout their travels. The water bottle also features the QR code to the DrinkiQ quiz, so passengers can attempt to beat their best score or challenge family and friends.
Travellers can also capture their experience, by selecting an unforgettable holiday backdrop on the interactive photo wall, snap a selfie before sharing on their socials using #AHolidayToRemember
Paul Martin, World Duty Free's Category Manager for Liquor added; "Diageo is a key partner for us and we are delighted to be able to support their latest campaign activation in our World Duty Free store in Heathrow Terminal 5. As a leading travel retailer, we are committed to helping our customers drink responsibly and with the creation of Lounge 0.0% and an engaging quiz concept, Diageo has introduced an innovative way to remind travellers of the importance of responsible alcohol consumption."
Fraser Brown, Retail & Property Director at Heathrow Airport concluded; "Heathrow takes a proactive approach in promoting responsible drinking and maintaining a safe and enjoyable environment for all as part of our continued commitment through the One Too Many campaign. We're delighted to partner with Diageo and World Duty Free to bring these brand new immersive experiences to the airport, and to remind our passengers of the importance of always remaining fit to fly for a trip to remember."
The activation is live in Heathrow Terminal 5 departures until the end of July 2022.