Following the success of its 2014 activations, Mars International Travel Retail will be adding further fun and excitement to traveller’s journeys throughout 2015 with new innovative promotions designed to support its new confectionery strategy, being announced during TFWA World Exhibition this year. MITR will lead the way in increasing passenger footfall and basket spend with a portfolio of new products and key activations that aim to engage and entertain shoppers.
New for 2015, MITR has developed new unique promotional areas, suitable for high traffic locations, which aim to give retailers the opportunity to differentiate and drive impulse purchasing. The M&M’s promo area and Skittles promo area create premium pop-up shops, perfect for highlighting special promotions and exhibiting the latest products from MITR’s successful brands.
These truly eye-catching areas are fully adjustable to almost any size, making them extremely flexible for any retail space. Creating a fun shop floor atmosphere, they are the ultimate tool for attracting travellers and converting them into shoppers. The M&M’s promo area has the added addition of a life-size blow up M&M’s character, giving this shop-in-shop an added wow factor, attracting more traffic with its perfect photo opportunity.
Following on from its successful Copenhagen promotion carried out with Gebr Heinemann: Colourhagen, MITR is introducing its new concept What’s your favourite colour?. Neither a game nor a shop, this innovative new concept is a game in a shop-in-shop. Proven already to be highly successful, this interactive concept can increase sales and improve conversion rates. With a display unit for each M&M's character that communicates some of the typical characteristics of Red, Yellow, Blue, Green and Orange, each is filled with the top selling merchandise of that particular colour and bestselling chocolate items. Helping to bring a fun, local feel to each store, key visuals will be included in relation to location. The M&M's colour selector is at the heart of this activation, a fun filled unit which allows travellers to check which colour suits their personality by holding hands with the unit and letting the Colour Selector 'read' their colour.
Gift with purchase promotions
New for summer 2015, MITR is introducing its exclusive platinum promotion the M&M’s Travel Mug as a fun and attractive gift-with-purchase. Totally exclusive to travel retail and only available while stocks last, this exciting GWP is available in five colours, representing the famous M&M’s characters and allows you to carry your favourite drink whilst enjoying a snappy quote. With a quote for each famous character, including 'Another day to be awesome?' from Red character, these travel retail exclusive mugs are perfect for anytime of the year. Available at high traffic locations, this GWP is a total shop floor concept, available with catchy POS materials including a sitting cash till display to help boost sales and build the M&M’s brand. Available with every three maxi pouches purchased, this totally exclusive GWP is the ultimate brand building tool in peak season.
For those that like to keep their confectionery purchases away from high temperatures, the MITR Cooler Bags are the perfect solution. Particularly designed for the Middle Eastern market where temperatures soar, this is the perfect GWP for those that wish to bring home the gift of chocolate to friends and family without the risk of melting. Available in its three core brands: Galaxy, M&M’s and Snickers, this premium quality item is highly portable and the eye-catching.
For the perfect seasonal offering, the Jewels Gift Bag and Celebrations Gift Bag have been specifically designed to stimulate chocolate gifting and celebrate special occasions (for example Ramadan and Christmas). Combining luxury and gifting into one confectionary item, these offerings are based on the best-selling Jewels Casket and the Celebrations Jar. Perfect for those that want to add a personal touch to a gift, the promotion allows travellers to personalise their gift with a special message, providing a truly tailored made activation.
Activation manager Lindy Spierings comments, "2014 was a very successful year for us, our activations proved to be extremely popular and resulted in increased sales and improved brand awareness. Along with driving sales, all of our activations are fun and interactive and aim to provide excitement to an otherwise dull journey for travelers. We are confident that with the combination of our new activations and the introduction of our new category management strategy, MITR will be at the forefront of driving the growth of the confectionery category."
All activations can be discussed on the MITR stand in Cannes this year.