Mars Wrigley International Travel Retail (MITR) has unveiled promotions that it claims deliver an “engaging and disruptive” element to Chinese New Year celebrations.
Looking to “make the most of one of the biggest shopping opportunities of the year”, MITR is combining its global brands and exclusive releases with flexible display options in its latest campaign. The company said it aims to interrupt the shopper journey across all major airports in Asia, including those in Beijing, Singapore, Kuala Lumpur and Bangkok, during the holiday period.
Gifting is the key driver and MITR’s hero gifting format, the Celebrations Casket, with a dedicated Chinese New Year sleeve, a key feature. Celebrations, which offers a combination of the world’s most famous chocolate brands including Mars, Bounty, Snickers and Galaxy, heads the campaign.
MITR said its dedicated Chinese New Year display can be scaled to fit any shopping space. The concept targets Chinese travellers by reflecting core Chinese traditions and values and offers a 360-degree shopper experience which encourages customer engagement.
With more than 200 million people expected to make long-distance journeys to celebrate Chinese New Year on 25 January, MITR said it is “ready to seize this unique opportunity for the travel retail market”.
Mars Wrigley International Travel Retail Category Director Raghav Rekhi said: “Chinese New Year is the world’s largest annual migration, with a sixth of our population celebrating the same festival and millions undertaking long-distance trips to do so.
“About 65% of Chinese shoppers will buy gifts for their loved ones during the Chinese New Year holiday and this represents an unparalleled opportunity to grow the category and drive incremental sales” – Mars Wrigley International Travel Retail Category Director Raghav Rekhi
“At Mars Wrigley ITR we recognise that seasons are a key driver of confectionery, as holidays encourage travellers to spend more and spend more often. The Asian market also offers an exciting opportunity for our sector with excellent potential for growth.”
Rekhi said the campaign will catch the attention of shoppers at every stage of their journey.
“About 65% of Chinese shoppers will buy gifts for their loved ones during the Chinese New Year holiday and this represents an unparalleled opportunity to grow the category and drive incremental sales,” he said.
“But that can only be done with products and promotions which are properly crafted and targeted to meet the wishes and needs of our customers, so we are very excited to answer their needs.”
