QATAR. Qatar Duty Free (QDF) has marked the conclusion of Mondelez World Travel Retail’s Toblerone ‘The Ultimate Gift’ campaign in Doha with a donation to the Education Above All (EAA) Foundation.
The winning bid was the highest recorded across the nine participating airport auctions, with the full amount raised going to support the Foundation’s work.
The funds were raised through the auction of one of nine individually numbered and certified Toblerone Crystal Bars crafted by Swarovski.
Modelled on the original Toblerone Milk bar, the handmade creation was showcased at a dedicated pop-up in the South Node at Hamad International Airport.
The global auction ran from 1 to 31 July, with one Crystal Bar displayed at each participating airport.
QDF selected EAA Foundation as the beneficiary of the Doha auction, building on Qatar Airways Group’s support for the Foundation over more than a decade.
Established in 2012, EAA Foundation works to expand access to quality education for children and young people affected by poverty, conflict and disaster worldwide.
The funds raised through the Doha auction will specifically support EAA Foundation’s Assalam Schools in Qatar.
Qatar Airways Group Chief Retail & Hospitality Officer Thabet Musleh said: “Qatar Airways Group’s relationship with Education Above All Foundation has grown over several years, grounded in a shared belief in the power of education to change lives.
“We are delighted that the sum raised will go towards supporting their crucial work with the Assalam Schools in Qatar. We are grateful to everyone who took part and helped bring the campaign to such a meaningful close.”
Education Above All Foundation Partnerships Director Dr Mohammed Abdulla Al Saleh commented: “This support demonstrates how creative partnerships can translate public participation into meaningful educational opportunities.
“The funds raised will support our Assalam Schools, helping children in Qatar to access inclusive and quality education.
“We are grateful to Qatar Duty Free, Qatar Airways Group, Mondelez World Travel Retail and everyone who participated in the campaign for investing in the potential of every child and helping build a more inclusive future through education.”
Mondelez World Travel Retail Vice President and Managing Director Joost Rosmuller added: “Toblerone’s Ultimate Gift is a global luxury campaign that brings our ‘Destination: Value’ vision to life, transforming airports from points of transit into destinations of desire through exclusivity, innovation and theatrical storytelling.
“We are delighted that the campaign has not only set a new standard for travel retail activation but has also generated meaningful value far beyond the airport environment, turning a moment of retail theatre into real-community impact for education.” ✈
