Experiental Essays: Blackjack Promotions - Rising to the challenge.

With travel retail providing a growing threat to the high street, brands need to wake up to the fact that specialist agencies using targeted interaction and sampling can deliver impressive results.

As has been shown by Heathrow Airport's marketing over the past 18 months or so, travel retail is presenting a serious challenge to the high street.

Not only does the airport now stock a wide range of brands at lower prices, but it also offers brand-owners an extremely targeted audience to market to. Indeed, with about 65.9m people passing through Heathrow last year, according to the Civil Aviation Authority, the sector represents a strong environment for direct consumer contact.

Furthermore, the insight brands can get …