London, 4th December 2017. - On 30th November 2017, World Duty Free, in collaboration with Disney and Lucasfilm, won ‘Brand Partnership of the Year’ at the Screen Awards this week.

The award was presented for the Rogue One: A Star Wars Story campaign which took place at London Gatwick’s North and South terminals from September through to December 2016.

In this exclusive campaign, the ‘trinity’ collaboration delivered a unique Star Wars experience to travellers, raising the bar in travel retailing to surprise and delight airport passengers. The campaign aimed to drive high levels of customer engagement, with innovative and imaginative activations on airport and through social media.

Characters from the film including storm troopers and Death Troopers appeared in store and interacted with customers. Walkways from the main car parks featured floor to ceiling graphics from the film and once airside in Gatwick South, passengers discovered and interacted with the costumes of the five main characters. As well as the opportunity to be fully immersed in the world of Rogue One: A Star Wars Story through a virtual reality (VR) experience, Rogue One: A Star Wars Story actor Warwick Davies also hosted a personal takeover of World Duty Free’s Twitter platform.

This prestigious award reflects the extent to which World Duty Free, who worked closely with London Gatwick Airport, succeeded in creating a world class experiential marketing campaign. Commenting on the award submission, the judging panel noted that the campaign was “innovative and ground-breaking, delivered on a grand scale with great theatre for customers”. They particularly liked the involvement of the film characters and felt that the campaign appealed to all age groups and families in particular.

World Duty Free are delighted to partner with Disney in bringing such an important franchise to our airport environment, and we welcome the news that the Screen Awards has recognised it as the leading brand partnership of the year.