In a roadshow that will tour for a total of 36 days, the activation centres around a pop-up TV and radio studio decorated in a Caribbean theme. Passers-by are encouraged by Capital FM DJs to record a 45-second video clip explaining why they should win a holiday to Barbados.
When the tour comes to an end at Buchanan Street for the Glasgow Commonwealth Games, the best entry will receive a free holiday for two to the Tamarin Resort on the island.
Locations still to be visited by the ‘Summertastic tour bus’ include Westquay shopping centre in Southampton, Grainger Street in Newcastle and the Barbados Festival in Millport. Fruition worked with retail media company Space and People to book the selected retail sites.
The pop-up, which centres around a former Formula One coach used by drivers, also includes a hospitality section complete with tropical mocktails.
Mark Tasker, event director of Fruition, told Event: "So far it’s been really successful. We usually have three people queuing outside at any time, and get through about 120 videos a day."
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