Sri Lanka: Following its successful launch, Flemingo Duty Free had implemented a successful long-term, high-visibility Johnnie Walker promotion.
For two months from 15 December 2011 the retailer and brand owner Diageo had givenaway daily, fortnightly and monthly prize draws for passengers spending US$60 or more on Johnnie Walker products.
Over the course of the promotion the company gave away 60 Sony digital cameras, four 32” Sony LCD televisions and, following a grand prize draw, 500g of gold to the lucky winner, KLJK Dias.
A Flemingo representative told The Moodie Report: “The objective of the promotion was to announce the arrival of Flemingo at Bandaranaike and to create retail theatre for the customers and excitement for the brand.
“Though we do not have any benchmark as we are a new entrant, based on the brand’s feedback of sales almost doubling during this period and the response from the customers, I would say it was a great success.”