Mondelez WTR and World Duty Free score with pax at Birmingham Airport

By Charlotte Turner |

An interactive football-themed activation from Mondelez World Travel Retail (WTR) has been ‘stopping travellers in their tracks and driving footfall’, with very encouraging early results for Cadbury, according to its retail partner Dufry.

 

Mondelez WTR and World Duty Free have brought Cadbury’s partnership with the ‘Big Six’ English Premier League football teams to life with a new digital football-themed activation at Birmingham Airport.

 

Launched in September, the activation features an interactive photo-booth, which allows travellers to pose virtually with world-class football players from Arsenal, Chelsea, Manchester City, Manchester United and Tottenham Hotspurs, as well as a bespoke Cadbury FC team.

 

Travellers are able to personalise their photo by choosing the teams and players that they prefer. The dugout includes a digital screen, immersing travelling shoppers in the football theme with the players appearing life-sized alongside them.

 

EXCLUSIVE TO TRAVEL RETAIL

The activation concept, which is exclusive to travel retail, can be easily adapted and updated with new players throughout the season.

 

 

Carlos Granados, Head of Global Sales at Mondelez WTR, said: “From the Premier League to the Top 6 football clubs, our Cadbury partner-ships consistently deliver some of Mondelez WTR’s most exciting digital activations.

 

“These kinds of activations truly capture the power of partnership – when such widely celebrated brands join forces, remarkable things can happen, and we’re proud to debut this exciting concept with our great partners at World Duty Free and Birmingham Airport.

 

“Mondelez WTR is committed to returning the confectionery category to growth through fun, innovative and engaging digital experiences, as under-lined by our Delighting Travelers category vision.”

 

Nick Rogers, Senior Brand Manager, Cadbury Sponsorships, added: “The Cadbury Dugout is an excellent use of our Cadbury FC club partnerships we have with UK football clubs.

Travellers are able to personalise their photo by choosing the teams and players that they prefer. The dugout includes a digital screen, immersing travelling shoppers in the football theme with the players appearing life-sized alongside them.

Travellers are able to personalise their photo by choosing the teams and players that they prefer. The dugout includes a digital screen, immersing travelling shoppers in the football theme with the players appearing life-sized alongside them.

“To see our assets brought to life like this in the world of travel retail and leveraged at Birmingham Airport allows us to entertain, engage and interact with our consumers in a uniquely Cadbury way.

 

“We hope to see more of these activations going forward as people return to travelling, and in particular attending football games.”

 

Philippe Moryl, Global Category Management Head – Confectionery, Food, Souvenirs & Toys, Dufry Group, said: “We are thrilled to once again partner with Mondelez WTR to bring such a fun and engaging experience to shoppers in our World Duty Free store.

 

“The interactive football-themed activation has been stopping travellers in their tracks and driving footfall, with very encouraging early results for Cadbury.”

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