Created in partnership with British photographer Martin Parr, the gift box contains five postcards with images of London life and symbols made by Parr, says Moodie Report.
The gift pack will be available at the World Duty Free for passengers at London Heathrow Airport at £19.99. The brand will run engaging activities, including a London-themed photography competition, in Arrivals and Departures. The winner’s pictures will be displayed at Heathrow. Other prizes include the limited edition Bombay Sapphire 250th anniversary crystal decanter and an HD compact digital camera.
The other way to promote the limited edition series is the driving footfall into the store with imaginative versions of familiar sights on the UK capital. The Sapphire Summer Cup coctail will be served in branded Union Jack mugs placed on coasters featuring Parr images.
At select World Duty Free stores, consumers are offered a Bombay Sapphire & tonic and a map of London focused on the best bars where people can order a Bombay Sapphire cocktail. The map also informs consumers on the Bombay Sapphire ‘Capture Imagination’ photography competition.
“As a London dry gin in a landmark year for London, we wanted Bombay Sapphire to yet again push the boundaries in global travel retail,” said Richard Cuthbert, Senior Brand Manager for Bacardi Global Travel Retail. “We’ve created a Bombay Sapphire exclusive for World Duty Free which perfectly captures the spirit of the occasion and will truly inspire both Londoners and visitors to the city.”