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LEGO and the LEGO logo are trademarks of the LEGO Group. ©2024 The LEGO Group. 96541_EN The LEGO® Botanical Collection Keep it Fresh with our beautiful brick-built blossoms. There’s no better way to express your feelings for those you love, than with our Botanical Collection – stunning displays that stay fresh. A lready one of the world’s fastest-growing global brands, L’OCCITANE Travel Retail has been harnessing the power of the GTR platform to drive Sol de Janeiro to even greater heights with its Sol de Janeiro Summer Tour. Involving 360-degree activations at 105 airports across the globe the campaign is designed to capture the vibrant spirit of summer, engaging travellers through extensive interactive, sun-soaked experiences featuring stunning visual takeovers at many major hubs including Oslo, Istanbul, and Heathrow. For the whole of September L’OCCITANE Travel Retail’s MEGA Sol de Janeiro pop-up at Heathrow transformed Terminal 2 into a tropical oasis of joy and inclusivity. Unsurprisingly the campaign was amplified through a targeted social media strategy, reaching travellers at every stage of their journey through hyper-local geo- targeting on Instagram and Facebook in multiple languages. From the word go travellers at Heathrow were greeted by huge screens displaying Sol de Janeiro in all its glory on travelators and escalators all the way to the departures lounge. Once customers arrived at the Sol de Janeiro MEGA pop-up, they were welcomed by enthusiastic, motivated brand ambassadors to introduce the range of products to travellers in an engaging experiential way. Immersive experiences included product sampling of the best- selling brand perfume mists 62, 68, 40, 59, 71 and Rio Radiance, and other best-selling product heroes including the iconic Brazilian Bum Bum Cream, Cheirosa 62 Perfume Mist, along with the Beija Flor, Delicia Drench and Bom Dia popular ranges. Sol de Janeiro, meaning ‘sun of January’, encapsulates the warmth and radiance associated with the Brazilian sun. The brand’s core philosophy, “Love it. Flaunt it. You’ve got it,” shone through every aspect of the global airport campaign and was likely to have resonated deeply with all generations, but especially with Gen Z, its highest growth segment. Majestic BeachVillageMajestic Beach 3 Sol de Janeiro’s 105-airport summer tour pushes stratospheric brand even higher Marion Amirouche, Brand Manager, Sol de Janeiro, Global Travel Retail, with Mona L’Hostis, L’OCCITANE’s Marketing Director Global Travel Retail. “Our MEGA pop-up at Heathrowwas a key focus of the massive 105-airport global tour celebrating the joy that the Sol de Janeiro brand represents,” says Amirouche. There’s more to come at an airport near you with the forthcoming Sol de Janeiro “Celebrate Out Loud” Holiday campaign. Thursday 3 Oc tobe r 2024 15 T F W A D A I L Y