ASIA PACIFIC. Heinemann Asia Pacific has unveiled a Monopoly-themed campaign in partnership with leading games, IP and toy company Hasbro at its Sydney, Kuala Lumpur and Hong Kong airport stores to celebrate the board game’s 90th anniversary.
The summer-long collaboration is exclusive to the travel retailer in Asia, timed to coincide with the school holiday travel season.
The promotions run until 30 September at Sydney Airport, and 16 September at Kuala Lumpur and Hong Kong airports.
Located in high-visibility areas of the retailer’s duty-free stores, the activations combine interactive features with shopper rewards such as vouchers, free gifts and lucky draw raffle tickets.
Heinemann’s campaign is bolstered by key brands from its diverse portfolio, with sponsored gift items enhancing the activation in selected markets.
The concept is built around Mr. Monopoly’s invitation to set out on new adventures and collect travel memories worldwide, aligning playful family appeal with Heinemann’s goal to make travel time more rewarding.
The activations are designed with eye-catching visuals of world landmarks and oversized dice. Breaking from Monopoly’s original rules, there are no rent payments and every roll guarantees a prize, with no prior purchase required to join.
Heinemann Asia Pacific CEO Johannes Sammann said: “Our promotion with Monopoly brings to life our commitment to delivering unforgettable experiences for travellers, creating moments of play and excitement from the very beginning of their trip.
“It is critically important to capture passengers’ attention in the limited time they have in transit, which is where engaging, experience-led partnerships like this come in.”
Hasbro Senior Vice President, Global Experiences, Partnerships and Music Matt Proulx added: “Monopoly is one of the most recognisable and beloved brands in the world, and this promotion with Heinemann celebrates its rich legacy in a uniquely global way.
“Together, we’re creating fun, memorable experiences that resonate with travellers of all ages, tapping into the spirit of play that has made Monopoly a cultural icon for 90 years.”
The campaign is supported by in-store, digital, social and out-of-home promotions, engaging travellers from pre-trip planning through their journey to drive store visits. ✈
