Lindt & Sprüngli Travel Retail is continuing its mission to make passenger journeys more magical with the launch of its new Travel the World campaign. The activity will target millennial shoppers with unique gifts and eye-catching activations during the busy summer holiday period, as new research reveals growing passenger interest for tailored and souvenir products.
The Travel the World campaign will be headlined by the new LINDT Napolitains World Traveller Collection 360g range. The suitcase-style souvenir takes chocolate lovers on a taste journey of the finest Swiss premium chocolate in six popular flavours: Swiss Milk, Hazelnut, Dark, LINDOR Milk, CRESTA Milk-Crisp and CRESTA White-Crisp. The LINDT Napolitains World Traveller Collection is available in five unique designs representing some of the world’s top holiday destinations, including UK, US, Brazilian, Swiss and Spanish, making it a must-have collector’s item. The bespoke-designed tin is crafted to be re-used, keeping holiday memories alive even after the last delicious LINDT Napolitain has been enjoyed.
Lindt & Sprüngli Travel Retail officially launched the first stage of the Travel the World campaign in June at Zurich Airport, the home of LINDT. The stunning activation includes impactful installations with giant ZRH letters to represent the airport, providing many social media photo and sharing opportunities. The LINDT Chocolate Boutique at Zurich Airport is also offering customers free samples of LINDT Napolitains chocolates and exclusive Switzerland luggage tags, while the store’s interactive Magical Selfie Mirror creates a selfie with different frames to choose from, print out or send digitally.
The campaign will travel to further holiday destinations this year, including São Paulo and Rio de Janeiro in July, London Heathrow, Madrid, Barcelona and Dubai. It will be supported with an influencer and Instagram initiative with the hashtag #LINDTWORLDTRAVELLERCOLLECTION.
The latest research from Lindt & Sprüngli Travel Retail and NPD shows gifting remains one of the primary purchase driver in the confectionery category, with travellers frequently buying exclusive and destination-themed confectionery products as presents and souvenirs. As the gifting specialist in travel retail confectionery, LINDT is ideally placed to help retailers meet this customer demand and take full advantage of this growing opportunity.
Peter Zehnder, Head of the Lindt & Sprüngli global duty free division, said: “The summer holiday period traditionally leads to an uptick in confectionery sales, with more people travelling for leisure and looking for unique gifts and souvenirs to take home. Our research shows that all-important millennial travellers are increasingly seeking highly personalised gifts that evoke a genuine sense of place. Our latest Travel the World campaign, featuring our ever-popular LINDT Napolitains World Traveller Collection, will enable travel retailers to maximise sales from this trend and drive further growth in the confectionery category.”