Hong Kong – Heinemann Asia-Pacific has partnered with games and toy company Hasbro to launch a Monopoly-themed campaign across its duty-free stores in Sydney, Kuala Lumpur and Hong Kong airports. The initiative marks the 90th anniversary of the board game and is an exclusive partnership for the travel retailer in Asia.
The campaign runs from 25 July to 30 September in Sydney, and from 15 July to 16 September in Kuala Lumpur and Hong Kong.
The activations, timed for the school holiday travel period, are located in high-visibility areas of Heinemann’s international duty-free stores. They offer travellers shopping vouchers, free gifts and raffle tickets, with every participant guaranteed a prize without purchase. A number of Heinemann’s partner brands also contributed sponsored gifts in selected markets.
The experience is designed around Mr. Monopoly encouraging travellers to embark on new adventures, with visuals featuring global landmarks and the game’s iconic dice. Passengers travelling through multiple Heinemann locations can also access complementary experiences across origin and destination airports.
“Our promotion with Monopoly brings to life our commitment to delivering unforgettable experiences for travellers, creating moments of play and excitement from the very beginning of their trip,” said Johannes Sammann, CEO at Heinemann Asia Pacific. “It is critically important to capture passengers’ attention in the limited time they have in transit, which is where engaging, experience-led partnerships like this come in.”
“Monopoly is one of the most recognisable and beloved brands in the world, and this promotion with Heinemann celebrates its rich legacy in a uniquely global way,” said Matt Proulx, senior vice president of global experiences, partnerships and music at Hasbro. “Together, we’re creating fun, memorable experiences that resonate with travellers of all ages, tapping into the spirit of play that has made Monopoly a cultural icon for 90 years.”
The campaign is supported by a 360-degree media strategy, spanning in-store, digital, social and out-of-home channels. Touchpoints are designed to reach travellers from pre-trip planning through to in-transit engagement.
