UK. Mars International Travel Retail (MITR) held a “phenomenally successful” M&M’s promotion to celebrate the European Football Championships, which concluded yesterday in Austria/Switzerland.
MITR constructed tailored in-store soccer theatre and colourful displays in several airports (including Paris, Schiphol, Lyon, Marseille, Antalya Turkey and Singapore) as well as on Nordic ferry lines.
Promotions varied in each region to match customer demands; however many featured a “˜3 for 2′ offer, or a free soccer ball (orange in the case of The Netherlands).
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The M&M’s promotion by Mars International Travel Retail at Amsterdam Airport Schiphol featured a 100% orange Dutch-team themed display and M&M’s-branded Fussball games for customers to play while waiting for their departures | |
Each retailer tailored their display with branded M&M’s packs and local team support. Many also provided M&M’s-branded table football games for customers to play while waiting for their departures.
“There is even a 100% orange Dutch-team themed display at Schiphol for obvious reasons,” said MITR Head of Sales – Europe Patrick Keypers. “Sales are already showing huge increases, ranging from +40% to +200% rises in sales across those outlets taking part.
“This promotion has only been running for a few weeks, but results to date already look outstanding. This is a good example of maximizing sales through effective and eye-catching promotions,” Keypers added.
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