Mars International Travel Retail (MITR) has
again proved it’s one of the leaders of memorable activations with its latest
fun, colourful and exciting innovation in exclusive partnership with Dubai Duty
Free (DDF). Having run from 8th November until 30th
November, the promotion gave those buyers who spent over 110 Dirhams ($30) the
chance to win a trip for two to New York City.
The amazing prize included two nights’
accommodation in New York and a $100 voucher to be spent at the flagship M&M’S
World® store in the City’s famous Times Square. With a 30.1% upturn in growth
vs November 2014 the activation proved to be extremely successful, and once
again shows that innovation and excitement are the keys to increasing
penetration and sales in the confectionery sector.
Commenting on this exclusive partnership,
Dubai Duty Free’s Vice President for Purchasing, Saba Tahir said, “We were
thrilled to be in an exclusive partnership with MITR for such a great
promotion. The quality of the prize on offer combined with the brand awareness
of M&M’S® resulted in the promotion gaining a lot of attention from both existing
and new consumers. The promotion brought added value to the category as well as
tempting our customers to enjoy some M&M’S®.”
The promotion was displayed on colourful,
eye-catching units that clearly communicated the prize, with dedicated staff
supporting the promotion. In addition, two M&M’S® mascots were present
throughout the day to create an exciting atmosphere for the shoppers and to
encourage a photo opportunity.
MITR’s Category Director,
Matt Boulter comments, “Working in an exclusive partnership with DDF
has been a great opportunity for MITR; it has helped us build a stronger and
more engaging partnership and we hope that this relationship will grow from
strength to strength in the future. We are always looking to introduce promotions
that are unique and exciting; this promotion not only offered an amazing prize
to New York but also gave passengers a great Value Offer.”
No comments:
Post a Comment