Launched in March, Nivea Travel Retail reports ‘great success’ from its Wheel of Fortune ‘retailtainment’ promotion at Madrid-Barajas airport, produced in association with World Duty Free Group.

 

The Nivea Fortune Wheel activation took place at the walkthrough store in Terminal 1 Schengen in early spring.

Positioned in the central area of the store, next to the aisle, it meant all travellers passing through had clear sight of the promotion and were given every opportunity to participate.

 

In taking a turn spinning the giant wheel, every traveller won a prize, such as 30% off any Nivea purchase, a beach ball set or a special bath basket. In addition, every customer was presented with a complimentary 10ml Nivea Crème sample.

 

The resulting visibility of the Wheel of Fortune campaign was ‘huge’, says brand owner Beiersdorf AG, who attributes good line of sight and the expertise of World Duty Free Group to the success of the exercise.

 

Sigmar Werz, Director of New Routes to Market comments, “This is the latest in our promotional campaigns that we are drawing on to really engage the customer and make them feel a part of the interactive Nivea Travel Retail experience.

 

“This fun-filled promotion drives customers into the stores and creates maximum excitement. Customer feedback and sell-out results show us that the promotion has been a great success.”