Left: The Formula 1 racing simulator. Right: Frédéric Porchet, NITR’s General Manager.

Nestlé International Travel Retail (NITR) and Avolta have collaborated to bring KitKat’s partnership with Formula 1 to life at Madrid Airport.

Launched on 11 August, the activation is running across several stores in Terminal 4 and Terminal 1 non-Schengen for the coming two months, designed to engage passengers throughout the busy holiday travel season.

Timed ahead of the Formula 1 TAG Heuer Gran Premio de España in Madrid, the experience capitalises on growing excitement around one of the newest additions to the Formula 1 calendar.

At its core, a Formula 1 racing simulator invites travellers to test their driving skills before taking a KitKat break, while reinforcing the brand’s presence in travel retail.

Formula 1-themed branding is in place at participating stores, strengthening KitKat’s visibility at key points along the passenger journey.

Avolta Global Head Food, Confectionery, Souvenirs and Toys Philippe Moryl said: “Collaborations like this show the role travel retail can play in turning major global partnerships into engaging experiences for travellers.

“Bringing together the KitKat and Formula 1 partnership at Madrid Airport creates a strong reason for passengers to stop, interact and discover the offer, while adding something memorable to their journey.

“Together with Nestlé International Travel Retail, we are continuing to explore new ways to combine great brands, exclusive products and experiences that make travel more enjoyable.”

The activation is running across several stores in Terminal 4 and Terminal 1 non-Schengen.

The Madrid activation forms part of NITR’s continued investment to bring the KitKat Formula 1 partnership to life across global travel retail. Acting as a catalyser of the ACT (Attract, Convert, Thrive) strategy, NITR is harnessing this collaboration to create engaging and memorable experiences, designed to attract travellers to the confectionery category and drive conversion and segment growth.

Travellers can also discover the latest KitKat portfolio throughout the displays in stores, including a selection of travel-retail exclusives. The activation offers an additional incentive for Formula 1 fans, with a collectible KitKat Car Tin available through selected gift-with-purchase and bundle offers. This is designed to provide a memorable souvenir from the journey.

NITR’s General Manager Frédéric Porchet commented: “The KitKat and Formula 1 partnership gives us a fantastic platform to bring new energy and excitement to confectionery in travel retail. Madrid is an important international hub, and together with Avolta we are using the partnership to create a highly visible presence that engages travellers throughout their journey.

“Activations such as this demonstrate how we can translate a major global partnership into relevant and engaging travel-retail experiences. By combining the strength of KitKat with the excitement of Formula 1, we can encourage travellers to stop, engage with the category and, of course, have a break.”

READ NEXT: QDF launches KitKat Japan activation at Hamad International

READ NEXT: Nestlé ITR brings KitKat & Formula 1 experience to IST

READ NEXT: Nestlé ITR introduces a ‘taste of KitKat Japan’ to Singapore Changi Airport