FERRERO: TURNING TRAVEL INTO SPORT DURING THE OLYMPICS

Boosting duty‐free sell‐out across international airports

A promotional poster for Ferrero''s 'travel is an amazing sport' campaign showing two people running through an airport

Our Sectors

Consumer Goods

Client

Ferrero

Solutions

Acquisition Programs

Location

Four mobile images of the Ferrero campaign page

Overview

During the Olympics, Ferrero set out to reward a different kind of athlete – travellers. With increased duty-free footfall during the Games, Ferrero launched their “Travel is an Amazing Sport” campaign solely in airports. Partnering with TLC, we rewarded customers with travel credits when buying Ferrero products – giving travellers a reason to buy now and buy more.

The Challenge

Ferrero recognised an opportunity to capitalise both on consumer excitement and high travel rates around the Olympic Games. They wanted a way to increase sell‐out and average spend in the duty‐free channel during this time of heightened tourism and airport traffic, while tapping into a love of travel most consumers in this space have. It was vital to engage a diverse, international traveller audience, ranging from business commuters to families on vacation – so, the offer had to be valuable and simple enough to work worldwide.

Why TLC

Ferrero needed a partner who could help them connect with an international network of duty-free retailers and ensure that their program would be well represented in high-traffic airports. With unrivalled experience in engaging sales promotions, we were able to provide the mechanics for Ferrero’s consumers to book hotel stays via our global travel platform, simplifying the redemption process for travellers across the world.

The TLC Approach

With more time spent in airport lounges and increased footfall in duty-free shops, we created a program that offered relevant rewards to travellers with a low buy-in. Shoppers spending €20 on Ferrero products at airport retail received €20 in travel credits to book hotel stays via TLC’s global travel platform. By focusing on airports and offering a reward that aligned with the interests of travellers, the campaign delivered genuine value that resonated with them. It capitalised on their desire to book their next trip as soon as possible, waving goodbye to the post-holiday blues.

Working with TLC Worldwide enabled Ferrero to create a campaign that reached a truly international range of travellers. Coupled with the height of Olympic fever, we helped Ferrero turn travel into a sport – with striking visuals, prime retailer space and straightforward reward redemption that removed any barriers. Our innovative approach drove brand visibility while also improving relationships with airport retailers, increasing total sales and significant sell-out in busy international airports.

A promotional store showing Ferrero campaign content

The Results

By offering a genuinely valuable reward that travellers would actually use, product sales rose across the board – 9.7% in Frankfurt airport, 8.5% in Paris airport, and 18.8% in Oman airport. Sell-out also saw significant increases, ranging from 15.5% to 32%.

Crucially, the campaign strengthened retailer relationships in the duty‐free channel, providing a differentiated offer and increased basket size. By securing prime space at high‐traffic airports, the campaign also improved brand visibility during a time of increased travel.

32%

Sell-out

at Frankfurt Airport

15.5%

Sell-out

at Paris Airport

24.25%

Sell-out

at Oman Airport