Taking Trinity partnerships to the next level (II)

Delivering an M&M’s makeover at Antalya Airport

Mars Wrigley International Travel Retail (ITR) debuted its M&M’s Experience concept at Antalya International Airport in partnership with ATÜ Duty Free, a joint venture between TAV Airports and Gebr Heinemann/Unifree Duty Free.

The M&M’s Experience concept is built around three pillars. The first focuses on personalisation and sense of place, offering custom gift options and location-themed packaging.

The second pillar emphasises interaction and engagement through gamified elements and digital content to encourage play and participation.

The concept is rounded up with brand partnerships, including limited-edition collaborations aimed at appealing to younger travellers, particularly Millennials and Gen Z.

ATÜ Duty Free President & CEO Ersan Arcan said, “This project with Gebr. Heinemann and Mars Wrigley ITR showcases how strong partnerships can bring bold, engaging concepts to life.

“The M&M’s Experience shop-in-shop in Antalya sets a new benchmark in interactive confectionery retail, and we’re proud to be part of a collaboration that turns innovation into commercial success.”

Full story here.

Milano House of Campari debuts at Malpensa Airport

Campari Global Travel Retail (GTR), in association with Avolta, opened the first Milano House of Campari shop-in-shop at Milan Malpensa Airport in December, marking a milestone for the brand in its home city.

Located in Terminal 1, the 26sq m permanent space represented the culmination of a Trinity partnership between brand owner, retailer and airport company.

It brings together Campari’s Milanese heritage, rich design culture and the brand’s deep-rooted connection to aperitivo culture, offering strong sense of place designed to offer travellers “a final taste of Milan before they fly”.

The activation places the Negroni at its heart, celebrating the cocktail’s global resonance, all enhanced with digitalisation, personalisation and a comprehensive gift-with-purchase programme.

This debut also shines a light on how travel retail can bring innovation, surprise and storytelling to the fore in fresh ways for travellers.

Full story here.

Masi uncorks new Wine Bar & Restaurant at Verona Airport

Wine is one of the most prestigious symbols of the north-eastern Italy region of Veneto, and Masi Agricola one of its great family-owned brand names.

That adds cachet and lustre to the opening of the Masi Wine Bar & Restaurant at Verona Valerio Catullo Airport, in partnership with Lagardère Travel Retail and the airport company.

Lagardère Travel Retail Italy oversees day-to-day operations at the airside restaurant, bringing key elements from the brand’s Masi Wine Experience locations elsewhere to the travel hub through premium airport dining.

This convivial pre-flight stop is presented appropriately in line with Masi’s ‘wine first’ philosophy, with its full portfolio paired with a diverse menu of dishes ranging from Venetian culinary classics to international options.

For the airport, it also boosts its positioning as a key gateway for Verona and Lake Garda, a region that attracts 19 million annual visitors.

Masi Agricola Export and Travel Retail Director Piergiuseppe Torresani put it neatly when he said: “Over the years, we have strengthened our presence in the retail sector, [but] what we were missing was a presence in the food segment, an area experiencing strong growth and one that is also synergistic with our product offering.

“Travellers are increasingly demanding and are no longer satisfied with simply eating a sandwich. They want to enjoy the entire travel experience, taking the time to savour a well-cooked hot dish – ideally paired with a good glass of wine.”

Full story here.

Mondelez WTR and Qatar Duty Free celebrate world-exclusive Toblerone Pink Crush launch

Mondelez World Travel Retail (WTR) and Qatar Duty Free (QDF) partnered in December to unveil the Toblerone Pink Crush in a three-month, world-exclusive travel retail debut at Hamad International Airport.

The launch brings together Toblerone’s confectionery innovation with QDF’s expertise in curating distinctive, experience-led retail activations.

Only 6,000 individually numbered bars have been produced, with a restricted number released daily, positioning Toblerone Pink Crush as a rare confectionery collectible in the channel.

Crucially, the experience, which plays on cues of discovery, storytelling and scarcity, extends from concourse activation to an interactive Discovery Table to a luxury packing service, with each purchase accompanied by a handwritten Certificate of Authentication featuring the traveller’s name and edition number.

Digitalisation is central to the campaign too, with the Pink Crush Box, a sculptural photo installation designed for social media sharing, a core element.

This, said the partners, underlines the importance of immersive, social-first spaces in creating emotional connection and amplifying visibility of new launches.

Loyalty, through a partnership with Qatar Airways Privilege Club, extends the campaign’s reach further. Avios members are offered a limited number of Toblerone Pink Crush bars via an exclusive scratch-and-win promotion, integrating the activation into the airline’s loyalty ecosystem.

Full story here.

Avolta and Lindt create a matcha made in heaven at Zurich Airport

In early December we hailed a striking partnership between Lindt and Avolta at Zurich Airport, as they unveiled a limited-edition, travel retail exclusive: Lindt Tokyo Style Chocolate – Matcha Strawberry.

And when we say limited edition we mean really limited. As in just 100 handcrafted, personalised and hand-numbered tablets made available to Club Avolta members at the great Swiss gateway’s Lindt Boutique on 4 December only.

The launch followed a year on from another successful exclusive partnership between Avolta and Lindt at Zurich Airport – the Lindt Dubai Style Chocolate exclusive launch, when just 50 bars were available. As in life, so in travel retail: what is rare is wonderful.

Full story here.