Ferrero Travel Market’s holiday campaign drives in-store footfall and sales across European airports
The ‘Add Your Golden Touch’ campaign, which ran throughout November and December in selected European airports, delivered strong results in both sales and brand awareness.
EUROPE. Ferrero Travel Market’s ‘Add Your Golden Touch’ campaign, which ran throughout November and December in selected European airports, delivered strong results in both sales and brand awareness for the group.
The duty-free-exclusive activation aimed to drive holiday spending and elevate the gifting experience. Passengers were rewarded with a €50 Booking.com voucher when they bought two Ferrero products during the promotional period. They could simply scan a QR code and upload the receipt to receive a voucher code via email.
As reported, the company partnered with The Moodie Davitt Report for a striking makeover of our desktop homepage and mobile website to support the ‘Add Your Golden Touch’ launch.
Ferrero Travel Market emphasised: “Booking.com is a leading digital travel company – and in December 2024 was the most visited travel and tourism website worldwide – making it the perfect partner for this high-profile festive initiative.”
After redeeming their reward, participants could also access free seasonal tutorials on making DIY Christmas tree ornaments, a golden wreath and a mini chocolate dome cake created by a pastry masterchef.
Adolfo Suárez Madrid–Barajas Airport saw a significant increase in Ferrero sales during the promotion period, with nearly double the baseline sales compared to the same month the previous year.
The campaign also delivered strong sales growth at Josep Tarradellas Barcelona–El Prat and Luxembourg airports.
Maximising reach and impact
The ‘Add Your Golden Touch’ activations were backed by a high-profile, 360° marketing campaign that included media coverage, brand ambassadors and targeted advertisements.
Throughout November and December, the promotions expanded through a digital advertising partnership with Uber and Meta. The €50 Booking.com voucher offer was also promoted on easyJet boarding passes.
As part of a pre-trip effort to drive in-store footfall, travellers booking an Uber to Paris Charles de Gaulle, Paris Orly and Madrid airport terminals were targeted through the Uber mobile app.
Curated visuals, information and click-through options were displayed at key touchpoints during their journey.
Madrid–Barajas Airport took the lead, with the Ferrero Rocher Travel Retail Journey promotion exceeding Uber benchmark metrics across categories.
Between 1 and 30 November, over 8,000 riders travelled to the airport via Uber, spending an average of 134 seconds engaging with the campaign – well above the 100 seconds Uber benchmark.
Other metrics, such as swipe rate and click-through rate, also outperformed benchmarks.
Apart from Uber, the campaign was shared through geotargeted ad placements on Facebook and Instagram throughout November for Madrid–Barajas Airport, and throughout December for Paris Orly, Oslo Gardermoen, Luxembourg and Vienna airports.
In Madrid, the promotion generated 2.3 million impressions, reaching 620,000 unique users and achieving a 7% engagement rate.
Ferrero Travel Market General Manager Sergio Salvagno commented: “We are absolutely delighted with the results of ‘Add Your Golden Touch’, especially in Madrid–Barajas, where our Uber campaign successfully maximised reach and impact.
“Barcelona Airport also experienced a truly exceptional sales increase. For this key gifting period, we worked hard to create an attractive, travel-oriented offer that really resonated with our audience.
“Our targeted digital advertising and promotional activity amplified awareness, boosted footfall and spend, and generated strong engagement. We have many more exciting initiatives in the pipeline and look forward to building on this success as 2025 unfolds.” 
