An effective and eye-catching marketing move was utilized for the advertising campaign of the Shangri La casino. It's not just a play on words but a strategically chosen method to influence consumers. Effective because it brings significant audience coverage. Eye-catching because the implemented project is based on creativity that attracts attention with its unconventional embodiment. Not long ago, at the "Fairmont Grand Hotel Kyiv," the first licensed foreign casino in Ukraine, "Shangri La," was opened. To mark this event, an advertising project was implemented with the goal of making a statement. To accomplish this task, one of the manifestations of unconventional advertising at Boryspil Airport was chosen. Six luggage belts in Terminal D were branded:

• 5 for international arrivals;
• 1 for domestic arrivals.

Passengers were greeted with an unusual sight: their suitcases on a luggage belt made in the form of a roulette wheel. The main advantage of such an advertising message is its relevance for the entire passenger flow in the arrival zone. For regular airport visitors, it is quite an interesting interactive experience. For newcomers, it's an opportunity to break away from the routine, being intrigued by observing an unusually large roulette wheel.

The complete branding of luggage belts at the airport for Shangri La serves several important advertising functions:

• Grabs the attention of all arriving passengers through creative presentation and a well-chosen branding location.
• Increases the duration of advertising contact due to baggage waiting times.
• Involves the audience in the advertising storyline in a non-intrusive way. While waiting, passengers are engaged in guessing which compartment their belongings might be in.
• The brand reaches an audience with an average and above-average income.
• Strengthens the company's brand image positions.