The aim of the new Ferrero Travel Market communication platform is to increase in-store penetration and brand perception.

Ferrero Travel Market has unveiled its new communication platform leveraging the global reputation of its Ferrero Rocher brand which is present in more than 150 countries.

The aim of the platform is to increase in-store penetration and brand perception, according to the company, which suggests the concept approaches airport retail in a ‘revolutionary way.’ This is through harnessing visuals to entice shoppers and encouraging digital interaction to engage them.

Last month, traveller’s passing through Dufry’s stores at Milan Malpensa International Terminal 1 departures, for example, were able to enjoy the Christmas atmosphere created by a golden tree adorned with personalised decorations.

A digital screen invited travellers to fold and personalise a piece of origami virtually, while a guided tasting enabled them to choose gifts. Travellers created their own origami to take away and use as a personalised ornament for their Christmas tree at home.

Sergio Salvagno, General Manager Ferrero Travel Market said: “The new Ferrero Pralines communication platform addresses the gifting and sharing needs of travellers worldwide through a diverse product portfolio, attractive displays and engaging activations, while allowing them to rediscover their favourite brands in a new and contemporary way.”