Dwell time was greatest in airports across Christmas period for Dyson’s female target audience. Our ‘Airport Pathway’ campaign included digital media and a demonstration blow dry and sale from Dyson experts in airport and lounges. Over two weeks, there were more than 6,400 approaches to the Dyson experiential booth, 1,881 conversations and 1,346 product demonstrations by Dyson hair technicians, with each demonstration of the high-tech hairdryer taking more than 10 minutes on average. For a premium product costing around $700 we had a strong conversion rate from demonstration to sale.