A greek cosmetics and personal care products import company requested a series of promotional activities aiming at launching a line of newly imported Burberry perfumes in order to make them well known to potential buyers.

The goals of the campaign were:

• the communication of brand values and brand-associated images
• product testing by potential consumers
• attracting visitors at brand stands inside cosmetics stores, and
• increase of sales

The CnC International Group of Companies team undertook the concept design and organisation of the event campaign, held in a cosmetics shopping centre in downtown Athens.

The shopping centre's entry was transformed into an airport check-in counter for a flight bound to London. At the check in, a stewardess was handing out a boarding pass - sprayed with the perfume - explaining that upon presentation of the boarding pass at the Burberry stand, visitors to the stand had the chance to win gifts by playing the suitcase game.

At the company stand inside the cosmetics store another stewardess asked visitors to pick a winning luggage. Gifts included perfume samples, full bottles and two-for-one discounts.

The promotional event resulted in an increase of visits to the company in-store stand as well as a considerable increase in product sales.

For the promotional event, C&C International Group of Companies, undertook the following activities:

• concept design and development
• design, creation, installation and manning of a branded stand at the store entrance
• design and creation of the boarding passes, suitcases and other printed material
• the creation of smalls columns of waiting
• the creation of the promoters' uniforms
• the preparation and creation of the game with the baggage
• the design and creation of sound bites playing at the branded stand located at store entrance