Chinese New Year (CNY) commenced on February 5 and to help travelers fly home to celebrate the event, Mars Wrigley Confectionery International Travel Retail (Mars ITR) joined in the celebrations with a promotion in airports featuring its Galaxy brand.
Taking place in key airports throughout the Middle East and Asia, Mars ITR is engaging with travelers throughout the holiday period by creating impactful promotional areas that all share the message: ‘May good fortune be with you’ with use of symbols such as the traditional CNY fortune knot to represent sending love and luck to family and friends.
Mars ITR’s hero gifting format, the Galaxy Jewels 400g, has been given a bespoke sleeve also featuring the fortune knot, designed to represent the ultimate spirit of CNY while making it exclusive to travel retail. Depending on sizes, displays also feature CNY branded packs of Celebrations and sharing packs.
“Celebration is a key reason for confectionery purchase in travel retail and seasonal events are critical, offering a significant opportunity to drive category sales,” says Raghav Rekhi, category director. “At Mars ITR, we see this as the perfect scenario to grow the category and bring more smiles to people’s faces during a very important gifting time in China. Galaxy is a huge brand in Asia and in China – where it’s better known as Dove – it is the largest chocolate brand.”
Promotional spaces can be seen in Asia Pacific airports such as Kuala Lumpur, Singapore and Bangkok, as well as Dubai and Qatar in the Middle East, where a significant amount of international passengers are either Chinese or from a nationality, which is also familiar with celebrating Chinese New Year.
