In pictures: Jacob's Creek Open activation lands in Gatwick airport

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Pernod Ricard's Australian wine brand Jacob's Creek will be marking tennis tournament Wimbledon with a sporting activation at London's Gatwick airport.

Located in the airport’s World Duty Free space in its south terminal, the Jacob’s Creek ‘Open’ concept has been developed by Pernod Ricard Travel Retail Europe to celebrate the brand’s sponsorship of Wimbledon.

As part of the experience passengers can take part in a gesture-controlled game of tennis within a branded Jacob’s Creek Open space. Players are provided with a radio frequency identification (RFID) ‘Player Card’ when they register to play, which connects to their social media platforms or email.

Participants then use the ‘Player Card’ to begin their tennis game by tapping it to check in. Once they’ve finished their time on the ‘digital court’, their score is automatically logged on Facebook or Twitter and video and image content uploaded of their performance.

Adriana Perez, brand manager for Jacob’s Creek, said: "This innovative activity sees passengers take part in a brand experience beyond just the terminal. The online scoreboard and publishing of user generated content from the game means consumers can interact with the activation once they fly out or even before they’ve started their holiday journey."

The Jacob’s Creek Open launched on 11 June and will run until next Monday (30 June).

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