Budapest Airport has scored a second and third ranking in the Hungarian creative marketing competition called “Hipnózis”. The jury awarded a “silver medal” for the so-called “trinity promotion” of new Hungarian spirit brand variety Unicum Szilva, while the airport’s Valentine Day’s video promotion received a bronze for its unique creativity.
The airport joined forces with Heinemann Duty Free and various premium category Hungarian food and beverage (wines and spirits) brands for the promotion and sale of local products. The “trinity promotion” as it is called in the airport industry proved to be a great success because it reached a valuable customer segment (air travellers) and increased publicity of these brands through tasting, which also helped to boost sales.
In the case of a new oak-barrel-aged plum brandy of the traditional Zwack distillery introduced in the market in 2012 called Unicum Szilva, sales rose 340% thanks to this promotion at the airport duty-free shop and some 25,000 passengers tasted the new product. Since then other traditional Hungarian premium products have participated in trinity promotions including Royal Tokaji dessert wine, limited-edition red wines from Szekszárd region, Szamos marzipan desserts and goose liver products. In the case of fois gras agriculture marketing organisation Agrár Marketing Centrum was also involved, supporting the special appearance of smaller producers at the airport.
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