AFRICA. Leading travel retailer Avolta is launching a campaign across its Moroccan and wider Africa stores to coincide with the Africa Cup of Nations (AFCON) 2025.
The company said these would showcase its ability “to deliver high-impact, digitally-enabled retail experiences” ahead of the football tournament, which represents one of the region’s big tourism events.
With host nation Morocco welcoming teams and supporters of AFCON, Avolta said it is using the travel moment to drive visibility, engagement and commercial performance across six airports in key cities, leaning on interactive entertainment, exclusive products and omnichannel communication.
At the heart of the campaign is a focus on digital entertainment. Avolta is bringing what it terms “cutting-edge experiences” into its stores at Casablanca Airport, showcasing its technology-enabled engagement.
The first of these is Digital Foosball, a reinvented digital version of the popular foosball game. The second is a digital mixed-reality Ball Simulator game. Virtual Reality goggles transform players real-life movements into virtual gameplay for an immersive experience.
Within its wider store locations in Casablanca, Marrakech, Rabat, Agadir, Tanger and Fès, Avolta is introducing a focused set of digital engagement touchpoints, including interactive entertainment, ‘totems’ that allow passengers to play games, unlock rewards and explore brand content, and an augmented reality experience through the Club Avolta app.
Tailored communication through the Club Avolta app will further support customer engagement during match periods, said the company. “This fusion of play and storytelling deepens engagement, increases dwell time, and encourages exploration of the store.”
Avolta is also launching an exclusive AFCON merchandise range and a curated selection of brand partnerships supported by gift-with-purchase mechanics, product tastings and other targeted promotional activities. Additional live entertainment elements will include football jugglers, and face painters to elevate the celebratory atmosphere.
Avolta Middle East & Africa CEO Abdeslam Agzoul said, “AFCON 2025 is an exceptional moment for Morocco in particular and for Africa in general, and a strong opportunity to highlight the power of Avolta’s retail capabilities.
“By combining innovation, culture, and the latest technology, we are creating experiences that make travellers happier and deliver solid commercial value for our airport partners.” ✈
