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Rebels take over Gatwick Airport in Star Wars: Rogue One activity

Rogue One's ensemble

Primesight has facilitated an all-encompassing Star Wars takeover of Gatwick Airport’s north and south terminals.

In collaboration with World Duty Free and Disney UK, the company is looking to catch the attention of Christmas footfall for seven weeks, with physical and digital placements across its inventory looking to drive traffic to duty free and raise awareness of the movie which is released 15 December.

Exclusive Star Wars and Rogue One merchandise available in the World Duty Free stores and virtual reality experiences will look to build upon the terminals’ storytelling.

Sarah Parkes, managing director of Primesight’s airport team, said the campaign was an “exciting opportunity to showcase the creative possibilities of Primesight’s Gatwick Airport media estate”.

Sue Gosling, marketing director UK, of northern, central and eastern Europe at Dufry-owned World Duty Free said the project was a dream from a “marketer’s perspective,” in the end delivering a “fully immersive campaign at every touch point of the passenger journey”.

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