The Moodies – Influencer/KOL-led Campaign
Best Influencer/KOL-led Campaign
Winner
Lagardère Travel Retail – Launch of the world’s largest Lego store in an airport (Dubai International)
Lagardère Travel Retail took airport retail to new heights with the opening of the world’s largest Lego store in an airport at Dubai International on 30 November 2023. The 190sq m store, designed to resemble a magnified Lego brick structure, features a life-size Lego pilot, three-dimensional Dubai skyline mosaic and a Paper Café inspired by childhood cardboard houses.
With a budget of €7,000, the launch strategy centred on an influencer-led campaign aligned with World Lego Day on 28 January. The objective was to build awareness, increase footfall and position the Lego store as a must-visit destination at Dubai International Airport for adult Lego enthusiasts and families.
The campaign unfolded in two phases: personalised Lego gifting to influencers tailored to their interests, followed by in-store visits where they shared experiences across digital platforms.
A total of 20 influencers generated 32 pieces of coverage, reaching over 3.07 million people and delivering a PR value of €615,000. Further amplification via Dubai International’s digital platforms contributed an additional 2.25 million views. The Lego and Paper Café hybrid exceeded sales budget by +50%, combining leisure, entertainment and retail to enhance customer satisfaction.
What the judges said:
“The strategy to align the campaign with key travel periods and World Lego Day was smart, ensuring high engagement during peak times.” “This certainly delivered with innovative features that captured the imagination of influencers, the public and consumers. A great campaign built brick by brick!”
Highly Commended
Lagardère Travel Retail UAE & Pangaia at DXB – Bringing the Sustainable Fashion Movement to Travel Retail
Blending fashion and sustainability, Lagardère Travel Retail UAE and Pangaia created a distinctive retail experience at Dubai International Airport, offering passengers an opportunity to shop responsibly. The store launch was supported by a two-phase influencer campaign, which included gifting Pangaia’s ‘Bee The Change’ hoodie and inviting 20 key opinion leaders to explore the store. The campaign reached 2.9 million people (+450% versus target), while footfall and sales increased +50%. The initiative showcased Pangaia’s sustainability ethos and Dubai International-exclusive collections such as its Natural Intelligence range featuring Arabic calligraphy.
Influencers shared their Lego experiences at Dubai International Airport across social media platforms, amplifying the campaign’s reach and impact
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com