In Plane Sight: See How These Airport Activations Engaged Travelers

The Macallan, along with international luxury travel retailer DFS Group, is hosting a pop-up at Los Angeles International Airport (LAX) to showcase the brand’s travel-exclusive Colour Collection. Located at Tom Bradley International Terminal, the space features five whiskies to celebrate the natural tones that are derived from maturation in the brand’s sherry-seasoned oak casks.

Based on the collage art created by graphic designer David Carson for The Macallan Colour Collection, the pop-up, which features The Macallan logo suspended in multiple layers, aims to create a visual impact from a distance. Through November, the activation will offer an integrated sensory and digital experience, including a nosing tray and a digital profiling tool called “Discover Your Expression,” enabling travelers to easily find their preferred whisky expression. Shoppers can also customize their purchases through a bespoke gifting experience.

“At Los Angeles International Airport, we are always looking for ways to enhance our guests' journey and provide them with more exciting shopping options. This pop-up is a great example of how we can bring innovative and exciting concepts to our terminals and create memorable moments for our guests,” said Dave Jones, Los Angeles World Airports' deputy executive director for commercial development, in a release.

To celebrate the launch of its latest product, Immune+ Crystals, Emergen-C unveiled an ASMR pop-up at JFK’s JetBlue Terminal 5 Sept. 5-18. Replicating the crystallized nature of the product, visitors were invited to journey through a curated corridor where they could experience berry lemonade scents, popping sounds, and crystal sights.

The Emergen-C Immune+ Crystals corridor was strategically located right outside the TSA security checkpoint, presumably after travelers had to discard their liquids, to promote the fact that the new product doesn’t require water to consume. As travelers entered the corridor, they received complimentary Immune+ Crystals samples.

Earlier this year, skincare brand Summer Fridays unveiled its Jet Lag Overnight Eye Serum, a follow-up to its travel must-have Jet Lag Mask. To promote the product, the brand launched an out-of-home campaign at both LAX and JFK—just in time for the summer travel season.

The campaign included digital billboards throughout LAX and JFK and branded TSA bins at LAX.

To celebrate Cadbury’s 200th anniversary, Mondelez World Travel Retail is hosting a series of activations across airports in the United Kingdom through the end of September. At Birmingham Airport, passengers who spend a minimum amount on Cadbury products are able to spin a wheel for a chance to win prizes such as Cadbury PopSockets, luggage tags, travel mugs, notebooks, beach towels, and an Instax camera.

At the 2024 Essence Festival of Culture, which took place in New Orleans July 4-7, Delta made its inaugural appearance. Attendees were welcomed by the airline as they arrived at Louis Armstrong New Orleans International Airport (MSY) with special touchpoints including onboard announcements, greetings from Delta brand ambassadors, musical performances, a local second-line band, and coffee from Portrait Coffee.

At the festival, Delta presented its Fly Girl Travel Confessional, an interactive booth where attendees had the opportunity to record their travel stories and identify their "Fly Girl" persona—Foodie, Cultured Queen, Turn Up, Planner, or Social Plug. While at the booth, attendees also had the opportunity to taste specialty cocktails from Black-owned vendors that Delta partners with in-flight, such as Du Nord Social Spirits and La Fête du Rosé.  Participants were also given specially curated Fly Girl merchandise including satin pillowcases, sweatshirts, and more.