Turning attention into action with the Lucas Bols Company

At King of Reach by B&S, we believe travel retail should create experiences people remember, ones that make them pause mid-journey, spark curiosity, and turn a passing glance into a genuine connection.

Together with the Lucas Bols Company, we activated their brands across key European airports, including Schiphol and Brussels. These high-traffic locations became not just retail spaces, but brand stages where experience and visibility worked hand in hand.

Turning Attention Into Action With Bols

In busy environments, it’s not enough to just show up, you have to give people a reason to stop. That’s exactly what we did for Bols, creating moments that naturally drew people in. 

With Passoã tasting bars and Bols Blue cocktail stations, travellers weren’t just passing by, they were invited to try and experience the brand firsthand. This was supported by a clear, consistent presence across the space, from the Bols Genever back-wall to digital screens and in-store visibility.

Together, these elements ensured that Bols stayed top of mind throughout the year without overwhelming the environment. Visibility alone doesn’t drive results; what truly matters is getting people to engage and turning their attention into action.

Bols Blue 1575 Tasting Bar and the Bols Genever back-wall at Schiphol Airport, Amsterdam

Bols Genever Bar Trolley and Passoã Tasting Bar at Schiphol Airport, Amsterdam

Partnerships That Make It Happen

Activations like these don’t happen by chance. They’re the result of close collaboration and strong execution with the right partners.

Working closely with Schiphol Airport, Lagardère Travel Retail, The Lucas Bols Company, Seijsener Promoties, and experienced promoter teams, we made sure every detail was covered, from planning to execution on the ground.

By taking ownership throughout the process, we’re able to navigate complex environments and keep things running smoothly, always focused on delivering strong results.

Experience That Drove Results

These activations delivered more than visibility, they drove real performance with clear results:

• Increased engagement across all touchpoints.
• Stronger brand recognition in key travel retail locations.
• A measurable uplift in sales.
• Meaningful connections that translated into lasting brand impact.

This proved again that when experience and execution work together, results follow naturally.

Partner With King of Reach By B&S

Whether you’re looking to energise your retail space, capture attention, or build stronger brand connections, we’re here to make it happen. Reach out to us and discover how King of Reach turns everyday shelves into powerful brand experiences.