People who live close to the airport are more likely to be frequent flyers. So we moved the check-in from Brussels National airport to the A.S.Adventure store: ‘Boarding A.S.Adventure Zaventem, exit destination of your choice’. We sent out 20,000 mail shots that would certainly get travel-minded people’s attention, an in-store competition with a chance to win an aeroplane ticket for 2 to a destination of choice anywhere in the world,1 hour’s worth tax-free shopping (-21 %). Teaser sales promotions on trolleys and urban clothing.

The benefits for the A.S.Adventure store rose above all expectations. In the 9 weeks following the campaign launch, the Zaventem store went straight to No. 1 in the ranking of best-selling A.S.Adventure Stores: this was an absolute first. The store maintained its pole position for 9 weeks straight. The store turnover outnumbered the national average by +250%. Customers spent +122% more compared to the national average. Store footfall increased by +201%. The competition concluded after 3 weekends. 41 people managed to pull off the seat challenge, mostly in oven-like conditions of 32° C.