Heinemann Duty Free won over the Initiative Airport Media jury with a cast of owls, geese and storks – dressed in casual leisurewear and smart business attire – alongside memorably humorous messages highlighting the possibilities and benefits of Duty Free shopping. In December 2012, the Airport Media Award went to Heinemann Duty Free – a winning performance underscored by an online public vote that also put the Hamburg-based Duty Free shop operator in first place.

“Credible, creative, tongue-in-cheek” The Airport Media Award is a monthly award for the best advertising at airports in Germany, Austria and Switzerland. Jury member Peter Gerich, Publishing Director at HORIZONT-Medien, summed up the Heinemann campaign as follows: “The task was to send a clear message to air travellers that anyone with a boarding pass is entitled to shop at Heinemann and thereby save money on High Street prices. The slogans of the ‘frequent flyer’ characters were ideally suited to the brief because they reference air travel in a credible manner while spotlighting the various target groups of Heinemann in a creative yet tongue-in-cheek way.” Heinemann made intelligent and integrated use of media channels, while the recurring themes and standard claim guaranteed recognition value for the campaign. Heinemann Duty Free produced and implemented the campaign in partnership with the agencies Jung von Matt/brand activation, pilot Hamburg and TERRAHE. In the vote, the company outperformed marketing concepts by the likes of Gorenje, Fujitsu and Sixt.

“A big success” “Of course we’re very pleased to have scored a double victory – not only the Airport Media Award itself, but also the public prize. This leaves us in no doubt we put together an eye-catching campaign with the agencies involved. It’s a big success for our company,” said Anja Zettel, Head of Trade Marketing B2C at Gebr. Heinemann.