Beer, pretzels and dirndl: in less than two weeks, the world’s biggest festival – the Oktoberfest – opens in the capital of Bavaria. This year, like every other, the beer festival will attract millions of visitors from all over the world to Munich. To mark the occasion, Heinemann Duty Free is also organising something special: between 3rd September and 3rd November, shoppers and air travellers passing through Hamburg and Frankfurt airports are invited to the in-store ‘Heinemann Oktoberfest’.
What visitors can expect
Until the start of November, travellers can expect plenty of surprises on the Heinemann’s Choice promotional stage – from sought-after traditional clothing by Hammerschmid (dirndl, lederhosen, Tyrolean jackets, shirts and much more), to trendy but traditional hats and edelweiss-patterned beer steins in various colours. For the kids, Disney characters Mickey and Minnie Mouse will be wearing lederhosen and dirndl.
“The festival is familiar to travellers around the world, so we look forward to bringing some of that party mood to the airports with some special products,” explains Markus Ettlin, Head of Central Marketing at Gebr. Heinemann. “By including exclusive products in the range which will surprise customers – things they won’t find in regular retail outlets – we will create a connection between Munich and our shops in Frankfurt and Hamburg.”
While the festival is under way, the Heinemann Duty Free shops in Hamburg and Frankfurt will be decked out in traditional blue and white, with rustic decorations completing the look. Alongside classics like gingerbread hearts, visitors will find a couple of very special highlights. The main stage, for example, will feature a beer-brewing machine with a built-in beer-themed game. To win, shoppers will be asked to score as many points as possible by using an iPad to virtually draw beer. Beer cans with an original Oktoberfest design will be given out as instant prizes. In Frankfurt, an Oktoberfest band will strike up a hearty mood, passing through the airport and shops in typically rustic attire and entertaining shoppers with traditional Oktoberfest songs and slapstick comedy. The Oktoberfest band will certainly catch the eye as well as the ear! In Hamburg, meanwhile, passengers will be greeted by a sophisticated sound system complete with animated and revolving components, making it every bit as spectacular as the band.
Dirndl couture
Just as Christmas has its gingerbread and Easter is forever associated with bunnies, dirndl is the classic image of the Oktoberfest – and the dresses are up for grabs as a very special prize. Three classy, made-to-measure outfits by Munich dirndl maker Lola Paltinger, each worth 3,000 euros, will be raffled among entrants – and the prize includes a flight ticket and two nights’ accommodation in Munich, allowing the lucky winners to experience the real Oktoberfest in suitable style, wearing their exclusive dirndl. Passengers can enter the prize draw for their very own dirndl in-store as well as online. Moreover, visitors will be able to admire a luxurious dirndl dress by Lola Paltinger in a display cabinet on the main stage.
Full service for air passengers
Anyone in possession of a valid boarding pass can shop at Heinemann Duty Free, and every shopper pays the same price, regardless of destination (the only exception being tobacco goods). Passengers may also pre-order items online before leaving home by visiting www.heinemann-dutyfree.com . Their purchases will then be readied for pick-up and payment in passing at the shop service counter.
Whether on the internet or in person at their airport’s Heinemann Duty Free shop, travellers can order items and enjoy the convenience of having them delivered to their doorstep. This gives passengers excellent flexibility: they get to decide not only whether to buy in-store or order online, but also where their items are sent to – saving time and making the shopping process even smoother. The service is currently only available to customers travelling within the EU who are able to provide a German delivery address.
Heinemann has thoroughly overhauled the whole concept of its Travel Value & Duty Free shops by focusing on three key elements. The product range now combines international brands at low prices with plenty of surprises, plus shoppers can take advantage of full service. Thirdly, the company inspires customers through personality with approachable, highly skilled staff who aim to ensure shopping at the airport is always a special occasion.
