FRANCE/INTERNATIONAL. Mondelez World Travel Retail (WTR) has revealed an enhanced iteration of its ‘Win a Diamond’ campaign in partnership with Lagardère Travel Retail.
The campaign – running until 17 April to coincide with the Easter holiday period – highlights Toblerone Pralines at select airports worldwide. Travellers purchasing the latest Mondelez offering can use their receipt to win a genuine diamond.
Passengers passing through Paris Charles de Gaulle Airport Terminal 2 can sample the product, interact with a photo opportunity and partake in the ‘Win a Diamond’ competition.
The activation is in a high-visibility space outside the duty-free shop, driving visibility for the confectionery category to increase footfall, conversion and brand awareness.
This aligns with Mondelez WTR’s vision to increase the number of shoppers, spend per passenger and shopping frequency, with an overall goal of increasing the basket size.
The pop-up at Paris Charles de Gaulle is supported by a digital pillar that disrupts the passengers’ journey, encouraging them to explore the animation and product on display.
According to Mondelez WTR: “This latest ‘Win a Diamond’ campaign solidifies the importance of partnership in travel retail.”
The confectionery specialist employed a premium concept and product to unlock a space that is usually dedicated to high-end brands.
Mondelez World Travel Retail Head of Customer Marketing Beatriz De Otto said: “Once again Lagardère Travel Retail has shown us the true value of partnership within travel retail.
“We are thrilled to collaborate with the team for the ‘Win a Diamond’ campaign, not only because it offers us a chance to showcase our latest product innovation but also because it delivers something exciting for passengers to experience.”
Lagardère Travel Retail Global Head of Confectionery Stéphanie Zakarian remarked: “At Lagardère Travel Retail, we are always looking for ways to enhance the airport environment.
“Our most recent partnership with Mondelez WTR is a fantastic case study on how thinking outside the box can go a long way in elevating the journey for travellers. By highlighting confectionery outside of its traditional area, we explore new ways to engage with and captivate shoppers in order to drive the growth of the duty-free channel.” ✈
