INDIA. Mastercard India and Delhi Duty Free Services have partnered to host a seasonal activation at Delhi Indira Gandhi International Airport.

Launched in December, the Mastercard DDFS Winter Shopping Festival targets the increased numbers of international passengers during the festive season.

Delhi Duty Free’s stores feature a festive makeover alongside a seasonal promotion in partnership with Mastercard.

The programme is accompanied by a targeted campaign by outdoor advertising company Times OOH in association with location-based marketing specialist Posterscope.

Various promotions encourage Mastercard users to shop at the duty free area. Gift vouchers for INR300 (US$4.25) are offered to passengers spending more than INR7,000 (US$99.21). INR7,000 was chosen as it is the average spend in duty free at the airport.

All passengers paying with Mastercard are also entered into a draw to win a couples’ trip to Singapore.

Times OOH makes the most of its extensive network of digital screens at the airport to create maximum exposure for the campaign.

Times OOH and DDFS said seamless integration of technology is paramount. Point-of-sale systems automatically produce coupons upon passengers’ purchases using Mastercard. The duty free area features eye-catching promotional zones and LED screens.

Times OOH is using its network of digital screens in International Arrivals to advertise the duty free area and the Winter Festival. “A 360-degree presence within Delhi Airport, coupled with 160+ minutes dwell time at the international terminals, maximises the recall for the festival,” said the company.

Adding to the festive feeling, on Christmas Eve Santa Claus came to Delhi Duty Free Arrivals to distribute chocolates to young passengers.

Mastercard Director of Marketing Puneeth Bekal said: “We have been partnering with Times OOH for shopping festivals at Mumbai Airport since September. The kind of visibility and the plethora of media options we got there inspired us to tap the market in Delhi as well.

“Delhi Duty Free served as the perfect location to engage international passengers and encourage them to shop with Mastercard – the safest way to pay – and experience worry-free transactions.

“This kind of engagement, supported with gratification for the customers, has helped our brand stand out in the category.

“To deliver a powerful communication on the promotional offers, Times has yet again created an exciting package of media at Delhi Duty Free stores. Moreover, the neatly done POS integration has made this campaign that much more exciting for us.”

Delhi Duty Free Services Head of Marketing Abhijit Das commented: “We are always looking for ways to appease our passengers at Delhi Duty Free by giving them the best offers and discounts.

“Associating with Times OOH for this Winter Shopping Festival gave us the opportunity to gratify travellers with gift cards. Mastercard, the sponsor for the festival, also provided two Couples’ Singapore Trips to lucky draw winners. This not only creates and sustains brand recall for Mastercard, but also helps create a conducive environment for the passengers to shop at Delhi Duty Free stores.”

Delhi Duty Free Services is a joint-venture company between Delhi International Airport Limited and Aer Rianta International.