1. Contentainment /
Experiential Marketing
Spain
May 2013

2. Contentainment delivers innovation and an engaging retail environment
“High quality airport store,
key brand partners and
shared customers are at the
heart of this business”
José Maria Palencia, CEO

3. 1. Contentainment is a trademarked, innovative and exclusive media and
merchandising marketing tool. It uses merchandising space, coupled with
excellent in store advertising, to maximise the customer experience, drive
penetration, increase sales revenue and profit
2. It is an integral part of the brand experience and DNA of World Duty Free
Group and is unique to us
3. Contentainment is an enabler for category strategies
4. Contentainment is an enabler to enhance customer experiences
5. Contentainment is now the experiential marketing platform for WDFG
connecting all digital media instore
Contentainment

4. • The best airport media
• Unique point of difference within the airport environment:
• Visual and audio
• Flexible
• Destination targeted
• Merchandising
• Innovative sampling
• Retail entertainment
• Incremental product sales
• True experiential marketing
• Airport/Trinity partnerships enabled
• Built up over time – tried and tested to a successful formula
• 2012 – Contentainment went global – YVR
• 2013 – Global locations to include Spain, Düsseldorf, Amman and Chile
Contentainment is the vehicle by which we deliver differentiated innovation
Contentainment | Benefits

5. Iconic Screen
Advertising
Additional
Merchandising
Window Displays
Window Surrounds
Tailored Sampling
Units
Bespoke Sampling
Staff
Expo
Spaces
Interactivity
Live Performances
Live Broadcasts
In-Store Radio Destination
Targeting
Social Media KPI Evaluation Airport
Collaborations

6. Iconic Screen Advertising | large format hi-def displays
Eye-catching digital media:
• High definition “Feature Wall” displays
• A variety of screen formats located throughout the terminals to supply multiple touch points as passengers travel throughout
the store
• Creative adaptation of content draws passengers into the store
• Pin sharp resolution keeps customers’ attention
• Airtime sold at 6 mins per hour (10% Share-of-Voice) + additional minutes can be purchased
• Content scheduled on an hourly basis
• Playlists scheduled to coincide with specific flights, live performances and broadcasts
Feature Wall
12 x screens arranged as a mosaic
MiniWall
4 or 8 x screens in a square format
Supports Main FeatureWalls
TillWall
Single or panoramic screens
arranged behind tills
Supports Main FeatureWalls

7. Window Displays | visual impact
Front of Store attraction:
• Window displays can be dressed and decorated to create a stunning visual presence on the exterior of the storeLarge format
factice bottles and products positioned within the glass display cabinets, link the displays to digital media and in-store activity

8. Window Surrounds | front of store dominance
Engage, involve & inspire:
• Extending the window displays across the full canvas of the surrounding wall adds dramatic effect to any campaign,
dominating the promotional landscape within the store
• Start the purchase journey by dressing and wrapping the window displays
• Walls around the window displays can be dressed and decorated to create a stunning visual presence

9. Additional Merchandising | increased store presence
Beauty
Brand
supplied
Gondola
WDF Liquor
Gondola
Liquor Brand
supplied
Gondola
Luxury Brand
supplied
Gondola
WDF Beauty
Gondola
Strategically placed gondolas:
• Positioned right next to the iconic screen displays
• Give the customer the opportunity to see and sample product at point of purchase
• Contentainment gondolas can be customised to reflect the brand look and feel
• Brands can supply their own free standing gondolas within the Contentainment gondola specifications

10. Tailored Sampling Units | bespoke displays
Sampling made easy:
• Engage customers with sampling stations that can be
dressed to reflect brand creative point of sale

11. Bespoke Sampling Staff | trained and measured
Professional staff:
• A team of multilingual staff can speak different languages across the estate
• Staff are rostered to reflect brands, targeted destinations and flight timings
• Staff are trained in selling skills and product awareness
• Sales are tracked and monitored throughout each campaign period

12. Expo Spaces | pop-up opportunities
Additional trading:
• Many brands have used Expo space to extend their brand personality
• Campaign success has led to anniversary bookings
• Use of Expo space took a brand into top 10 beauty houses for the first time ever
• Ideal for brand and product launches

13. Interactive | digital engagement
360 degree engagement:
• Interactive TouchTable displays video, audio, photographic, text and graphics - Ideal for demonstration, education,
entertainment, social interaction and data capture
• Most of the FeatureWalls fitted with motion sensors, enabling customers to control and interact through gestures and body
movements - perfect for brand and product related games and activities
• Build this activity into social marketing strategy by linking this interactive technology with on-line devices so that customers can
get instantly involved through Facebook ‘Likes’, social networks and e-mails

14. Live Performances | create maximum interest
Irresistible shows made easy:
• State-of-the art sound systems, designed and built with the complexities of live
concert standard audio in mind.
• From bands to dancers and from opera to DJs - the Contentainment areas within the
World Duty Free stores lend themselves to creating amazing retail theatre that
engages with the customer and stimulates sales.
• As an example GHD live hairdressing shows delivered a 350% return on investment.
Terminals without the live events delivered 50% lower sales return

15. Live Broadcasts | topical and relevant
Bring the outside in:
• Extend brand sponsorship and marketing activity and build brand relationships
• Coincide with live TV broadcasts within the terminals
• Amazing world events broadcast on television can be relayed on all of the Contentainment screens
• Enhances shopping experience
• Audience building customer attractions
• Staff fully briefed with specific product relevance and measured against pre-set sales criteria

16. !
In-Store Radio | increased presence
Commercial cut-through:
• High quality, cinema standard audio installed throughout all Contentainment stores.
• Influence customer attitude and mood relevant to the categoryCo-ordinate digital
advertising and sampling activity with brand radio advertising to deliver a full brand
messageDifferent language variations is scheduled to coincide with relevant flights and
destinationsA Brand Partner who used Chinese messaging in all their communications in
the lead up to the Chinese New Year obtained a 300% yoy sales increase and share of
category doubled

17. Destination Targeting | right product, right place, right time
Unique opportunity:
• Know who our customers are, what they buy and when they buy it
• Understand the needs of our customers and optimise the commercial
returnTarget specific passengers, flying to specific destinations, with
specific product,Combine key space in store, multi-lingual audio and
visual media and multi-lingual staff targeted at specific flight times on
key days of the week
• Destination Targeting drives sales, increases brand awareness and
share of category

18. Social Media | eCRM
Social Networking:
• Social networking is now not only accepted, but
demanded
• Together with the World Duty Free Facebook and
Twitter presence, brands can utilise these interactive
and instant-web-link technologies to build awareness,
develop brand involvement and ultimately drive sales
• These interactive technologies are focussed in one
place, so that customers are totally immersed in the
travel retail experience
• From QR codes to multi-touch interactivity, customers
are now aware of the latest in digital technology
• Combining this new technology with merchandising at
point of purchase, targeted by destination and
measured against set criteria means that
Contentainment can offer more to brands

19. Key Performance Indicators Evaluation | analysis
Positive case histories:
• Measurement against pre-agreed Key Performance Indicators is one of Contentainment’s USPs.
• The performance of each participating brand is measured throughout the campaign, and detailed analysis is given at the end
of each campaign to ensure that all elements of the Contentainment portfolio are working towards a successful outcome.
• This partnership approach results in repeat participation in Contentainment

20. Airport Collaboration | media and space facilitation
World Duty Free
Group
Customer
Airport
Brand
Partner
The Trinity Approach:
• Airports are increasingly willing to play Contentainment media as part of their own playlists, as they see the creative content
from World Duty Free and Brand Partners as enhancing the passenger journey experience
• Contentainment can co-ordinate all aspects, ensuring that the media is scheduled and managed and made available in the
correct formats
• Several airports have also indicated that landside and airside space within the terminal can be made available to brands
participating in Contentainment Events and are keen for World Duty Free to help facilitate these opportunities

21. Contentainment | Spain
Implementation timetable (CTT)
14/5/13:
• Barcelona T2 M3 Open
1/6/13:
• Palma Mallorca N
18/6/13:
• Madrid T1 Schengen
• Madrid T1 Non-Schengen
• Madrid T3 Millennium
27/8/13:
• Barcelona T1 Schengen
8/9/13:
• Madrid T4 Schengen
• Madrid T4 Non-Schengen
(satellite)
10/10/13:
• Las Palmas
1/4/14:
• Ibiza
• Tenerife sur Planta Alta
1/5/14:
• Lanzarote
2016:
• Fuerteventura
1/4/17:
• Malaga Central
NB: all timings subject to change and confirmation

22. Contentainment | Spain
Screens per store:
Barcelona T2 – 12 channel feature wall, Panoramic Till Screen display
Barcelona T1 Schengen – 24 channel feature wall, Panoramic Till screen display
Palma – 12 channel feature wall, Panoramic Till Screen display
Madrid T3 – Millennium – 8 channel wall
Madrid T1 Schengen – 8 channel wall
Madrid T1 Non Schengen – 24 channel feature wall, Panoramic Till Screen display
Madrid T4 Schengen – 24 channel feature wall, Panoramic Till Screen display
Madrid T4 Non Schengen – 12 channel feature wall
N.B. This is subject to amendment as refurbishment plans are finalised

23. Contentainment | Barcelona T2 M3
Opening date 13/5/13
• 26m2 CTT area
• 12 channel wall (+ interactive and TV capture)
• Zoned audio system (5 zones)
• Live event system
• Panoramic till displays
• 3 x merchandising units
• Expo facility

24. Contentainment | Barcelona T2 M3
Key Facts
Pax numbers for Barcelona are 17ml per annum.
Key Airlines : Ryan Air (20.9% of sales), Transeaero
Airlines (15.3%), Norwegian Air Shuttle A.S.(9.8%)
Top five pax profile destinations for Store:
Russia 3.7% of pax and 40.53% of sales
UK 9.23% of pax and 12.64% of sales
Spain 32.11% of pax and 5.73% of sales
Ireland 0.93% of pax and 4.84% of sales
Sweden 1.09% of pax and 5.58% of sales
Top spend by category for Russia and UK:
Russia
Beverages: 31.73% of their purchases
Perfumes: 44.7%
Food: 16.11%
UK
Beverages: 15.73%
Perfumes : 25.56%
Food: 13.9%

25. Contentainment | Palma de Mallorca
Opening date 1/6/13
• 14m2 CTT area
• 12 channel wall (+ interactive and TV capture)
• Zoned audio system (6 zones)
• Live event system
• 8 x till screens
• 3 x merchandising units

26. Contentainment | Palma de Mallorca
Key facts:
Pax numbers for Palma are 11ml per annum .
Key Airlines : Air Berlin (21.57% of sales), Ryan Air
(11.85%), Easyjet (12.16%), Thomson Airways (7.33%)
Top five pax profile destinations for Store:
Germany 35.6% of pax and 26.97% of sales
UK 19.0% of pax and 31.8% of sales
Spain 23.5% of pax and 7.43% of sales
Russia 0.74% of pax and 6.06% of sales
Switzerland 3.41% of pax and 4.94% of sales
Top spend by category for Germany, UK and Russia:
Germany
Beverages: 18.8% of their purchases
Perfumes: 29.9%
Food: 14.03%
Russia
Beverages: 33.66%
Perfumes: 42.07%
Food: 19.82%
UK
Beverages: 15.73%
Perfumes : 25.56%
Food: 13.9%

27. Contentainment | Barcelona T1 Schengen (floorplans tbc)
Key facts:
Opening May 27th August 2013
Pax numbers for Barcelona is 17ml per annum .
Wdfg customers circa 1.67ml per annum
Top five pax profile destinations for Stores:
Spain 32.11% and 16.01% of sales
UK 9.23% and 3.7% of sales
Germany 8.24% and 7.88% of sales
Italy 8.12% and 4.95% of sales
France 7.7% and 12.95% of sales
Top spend by category for Spain, UK and Germany:
Spain
Beverages: 10.31% of their purchases
Perfumes: 68.93%
Food: 12.32%
UK
Beverages: 14.07%
Perfumes : 34.29%
Food: 18.0%
Germany
Beverages: 13,73%
Perfumes : 47.59%
Food: 19.57%

28. Contentainment | Madrid T1, T3, T4 (floorplans tbc)
Key facts:
Opening 18th June 2013 and 3rd September
Pax numbers for Madrid – total airport : 29ml .
Key Airlines : T1 – Iberia (42% of sales), Air Europa (7.31%), Easyjet (5.24%)
Pax profile:
Main nationalities in T1 : Spanish, UK
Strong growth in Russian and Brazilian destinations
Top spending categories:
Perfume: 36%
Food: 13%
Beverages: 10%
Madrid T3 and Madrid T4: Further analysis to follow
Further analysis for individual Brand Partners can be instigated for each store when a
booking is placed

29. Contentainment /
Experiential Marketing
Spain
May 2013