Heinemann Asia Pacific is staging a Monopoly inspired campaign at selected airports in the region to commemorate the famous board game’s 90^th anniversary.

The campaign* is running at the travel retailer’s international duty free stores at Sydney, Kuala Lumpur and Hong Kong Airports.

It features eye-catching, interactive retailing elements at high-visibility areas, shopping vouchers, free gifts and lucky draw raffle tickets.

Leading brands within the Heinemann assortment are participating by sponsoring gift items as part of the activations in selected markets.

Aligned to Heinemann’s goal to turn travel time into valuable time, travellers are encouraged by the Mr Monopoly character to embark on their next adventure and collect memories from around the world.

They will encounter colourful, interactive elements like pop-up displays, screens, the chance-giving dice and game boards alongside recognisable global landmarks.

Roll and win

Players win a prize for each roll and no prior purchase is required.

“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,” commented Johannes Sammann, Heinemann Asia Pacific CEO.

Gebr. Heinemann has partnered with leading games, IP and toy company Hasbro to stage a campaign for Monopoly at Sydney, Kuala Lumpur and Hong Kong International Airports.

“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.”

Matt Proulx, Senior Vice President, Global Experiences, Partnerships and Music at Hasbro 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.

Passengers travelling between different Heinemann locations will encounter a different experience from origin to destination.

“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.”

*Sydney (25 July to 30 September) and Kuala Lumpur and Hong Kong (15 July – 16 September) Airports.