Dufry’s Emotion+ activation with its omni channel strategy showcased an exciting installation representing one of the fastest and most exhilarating sports, with this successful collaboration marking the first in a calendar of entertaining activations with Tissot.

During the month of June, Dufry partnered with Tissot to bring the excitement of MotoGP™ to Madrid T4S airport with the Tissot MotoGP™ simulator. Tissot has been the Official Timekeeper of MotoGP™ races for more than 20 years, and in June they installed a MotoGP™ simulator in the Madrid Duty Free store, giving customers the incredible chance to ride it themselves!

This impactful campaign was made possible as part of an Emotion+ activation. This marketing concept was developed by Dufry to enhance the customer experience by blending online and offline channels as part of the new travel ecosystem. Offering 360° activation, an omni channel strategy and a combination of in store and digital activation, EMOTION+ leverages brand partnerships and drives store penetration, to deliver enhanced visibility and customer engagement.

The first 360° omni channel campaign for the Watches and Jewellery category exceeded all expectations in terms of store footfall and levels of engagement. Brand Ambassadors were on site to welcome and assist customers and help them experience the Tissot MotoGP™ simulator for themselves, whilst immersive digital screens running across the Madrid T4S terminal helped highlight the unique activity to all travellers.

The activation was further supported digitally with a Tissot brand boutique and dedicated campaign page on Dufry’s Reserve & Collect website. Members of Dufry’s loyalty programme - Red By Dufry - also had the fantastic opportunity to play and win 2 double tickets to access the Paddock for Superbikes in Aragon from 22^th to 24^th of September 2023.

Commenting on the campaign, Beat Schärer, Global Head of Watches and Jewellery at Dufry said, “The customer is at the heart of everything we do at Dufry, and engaging, entertaining and surprising campaigns - such as this exciting collaboration with Tissot - really link to our ambition to bring fun to the store and make our customers happier! It’s been fantastic to see the level of engagement that customers have had with the brand and with the campaign, both online and in store. We are very pleased with the results and looking forward to continuing the collaboration with Tissot, with the NBA activations at Heathrow, Toronto and Las Vegas.”

The MotoGP™ activation marks the start of an ongoing calendar of sports related activations for the brand, with the next ones focusing on Tissot’s partnership with the National Basketball Association (NBA).  As part of an Emotion+ campaign the NBA events will enjoy an omni-channel strategy combined with elements of digital and in store activation, including an interactive basketball game! The first of these NBA themed events is scheduled for London’s Heathrow airport in November and others will follow in Toronto and Las Vegas.