Heinemann unveils MONOPOLY themed promotion in Asia
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Global travel retailer Heinemann has teamed up with leading games, IP and toy company Hasbro on a MONOPOLY-themed campaign across its Sydney, Kuala Lumpur and Hong Kong airport locations to commemorate the iconic board game’s 90th anniversary.
This is an exclusive 90th anniversary partnership with a travel retailer in Asia.
Just in time for the school holiday travel season, the interactive retail activations, positioned at high-visibility areas of Heinemann’s international duty-free stores, reward travellers with shopping vouchers, free gifts and lucky draw raffle tickets, combining value and engagement to drive interest.
Combining a sense of play that appeals to families with Heinemann’s goal to turn travel time into valuable time, the concept revolves around Mr Monopoly urging everyone to embark on their next adventure and start collecting memories around the world.
These ideas are said to be realised in “a fitting visual, where iconic global landmarks are featured alongside the chance-giving dice”.
Unlike the real board game, there will be no paying rent – each player will win a prize with every roll, with no prior purchase necessary to play.
“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,” commented Heinemann Asia Pacific CEO, Johannes Sammann.
“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.”
The campaign is supported by a robust 360° media approach, seamlessly integrating in-store, digital, social, and out-of-home channels.
Campaign touchpoints and content are strategically activated across the traveller’s journey — from pre-trip planning to in-trip engagement — to inspire footfall to the stores.
It runs from 25 July to 30 September in Sydney, and 15 July to 16 September in Kuala Lumpur and Hong Kong.
