Diageo Global Travel has opened an immersive alcohol-free experiential space, called Lounge 0.0%, in Heathrow Airport’s Terminal 5.
The installation, which is part of a collaboration with World Duty Free, is its latest initiative under its Tanqueray 0.0% alcohol-free gin brand and has been designed to challenge passengers and empower them with the knowledge to make positive drinking choices prior to going on holiday.
Located in the World Duty Free store in Heathrow’s Terminal 5, Lounge 0.0% is open to all passengers who, upon visiting, will be greeted by a dedicated flight assistant who will guide them through their ‘Positive Drinking’ journey.
On arrival, passengers will be offered a bespoke boarding pass inviting them to scan a QR code leading them to a quiz to test their drink IQ before being led to a 0.0% pop-up bar where they can sample of Tanqueray 0.0% gin, without the alcohol.
After their drink, passengers will be gifted a bespoke reusable water bottle, encouraging them to stay hydrated throughout their travels. The water bottle will also feature the QR code to the quiz. so passengers can attempt to beat their best score or challenge family and friends.
Dafydd Pugh Williams, marketing and innovation director, at Diageo Global Travel said: “At Diageo, we want to change the way the world interacts with alcohol for the better by celebrating moderation” explaining that the company has “committed to reaching 1 billion alcohol consumers from across the globe with positive drinking messages by 2030”.
Pugh Williams pointed out that due to the “collaboration with partners World Duty Free and Heathrow Airport” this activation will help Diageo achieve this goal, as it engages with passengers pre-flight, capitalising on their dwell time and driving completion of the quiz.
He explained: “Our hope for Lounge 0.0% is that we can inspire and educate travellers as they embark on their journey, for many perhaps their first holiday since the pandemic, to choose balanced choices and make it a holiday to remember.”
Paul Martin, World Duty Free’s category manager for liquor observed how “as a leading travel retailer, we are committed to helping our customers drink responsibly and with the creation of Lounge 0.0% and an engaging quiz concept”.
Fraser Brown, retail and property director at Heathrow Airport added: “Heathrow takes a proactive approach in promoting responsible drinking and maintaining a safe and enjoyable environment for all as part of our continued commitment through the One Too Many campaign. We’re delighted to partner with Diageo and World Duty Free to bring these brand new immersive experiences to the airport, and to remind our passengers of the importance of always remaining fit to fly for a trip to remember.”
When departing Lounge 0.0%, passengers can capture their experience in the custom photo wall and take a selfie to share on their socials using the hashtag #AHolidayToRemember. The activation will run until the end of July 2022.