Nestlé International Travel Retail (NITR) has teamed up with Avolta to bring the excitement of the KitKat and Formula 1® partnership to travellers at Madrid Airport for the coming 2 months.
Launched on 11 August, the activation is running across several stores in Terminal 4 and Terminal 1 non-Schengen, engaging passengers throughout the busy holiday travel season. Timed ahead of the Formula 1® TAG Heuer Gran Premio de España in Madrid, the activation capitalises on growing excitement around one of the newest additions to the Formula 1 calendar.
The activation brings KitKat’s global partnership with Formula 1® to life through an engaging airport experience. At its heart is a Formula 1 racing simulator, inviting travellers to test their driving skills before taking a KitKat break, while reinforcing the brand’s presence in travel retail.
Eye-catching Formula 1®-themed branding brings the partnership to life across the participating stores, strengthening KitKat’s visibility at key points along the passenger journey and encouraging travellers to take a break while discovering the brand’s travel retail offer.
Travellers can also discover the latest KitKat portfolio throughout the different displays in the stores, including a selection of products created exclusively for the travel retail channel. The activation offers an additional incentive for Formula 1® fans, with collectible KitKat Car Tin available through selected gift-with-purchase and bundle offers, combining the appeal of the partnership with a memorable souvenir from the journey.
