Belvedere and (Red) launch charity campaign at London airports

Vodka brand Belvedere has partnered with (Red) to launch a travel retail campaign at London Heathrow and Gatwick Airport to raise money for the Global Fund.

The campaign for the world’s leading financier for programmes to fight HIV/AIDS in Africa that began on 24 August, and continued until the 20 September.

Blackjack Promotions provided staff for the activity, which will include sampling, giveaway and a chance to enter a competition to visit Ibiza with five friends. Staff will also distribute information leaflets, cocktail cards and Red-branded bracelets.

There was a nightclub theme at Terminal 3, 4 and 5 at Heathrow and at the Pillar at Gatwick Airport with mixologists making two drinks featuring Belvedere vodka.

At an ‘interactive table’ people were to ‘like’ the Belvedere (Red) Facebook page, view information about the charity and watch a personalised video  of Usher, who gave his backing to the charity.

Vicki Gilmour, Account Manager at Blackjack, said: “This is an opportunity to raise funds for a very important charity, and whist this is a serious issue, the aim of the activity was to engage and draw audiences in with some fun. We also drove sales of Belvedere Red, with 50% off the profits going to the Global Fund”.