NITR and AVolta introduce the KitKat and Formula 1\u00ae partnership to travelers at Madrid Airport<\/p>\n
Nestl\u00e9 International Travel Retail (NITR) has teamed up with Avolta to bring the excitement of the KitKat and Formula 1\u00ae partnership to travelers at Madrid Airport for the coming two months.<\/p>\n
Launched on August 11, the activation is running across several stores in Terminal 4 and Terminal 1 non-Schengen, engaging passengers throughout the busy holiday travel season. Timed ahead of the Formula 1\u00ae TAG Heuer Gran Premio de Espa\u00f1a in Madrid, the activation capitalizes on growing excitement around one of the newest additions to the Formula 1 calendar.<\/p>\n
The activation brings KitKat\u2019s global partnership with Formula 1\u00ae to life through an engaging airport experience. At its heart is a Formula 1 racing simulator, inviting travelers to test their driving skills before taking a KitKat break, while reinforcing the brand\u2019s presence in travel retail.<\/p>\n
Eye-catching Formula 1\u00ae-themed branding brings the partnership to life across the participating stores, strengthening KitKat\u2019s visibility at key points along the passenger journey and encouraging travelers to take a break while discovering the brand\u2019s travel retail offer.<\/p>\n
![\"\"](\"https:\/\/www.europesays.com\/ch\/wp-content\/uploads\/2026\/09\/6a9edfa783be43d7ec2dfd51_25ef7257-6fbb-4b59-856e-e693900d846e.jpg\")
Racing red: NITR\u00a0and Avolta encourage Madrid Airport passengers to enter the KitKat Break Zone<\/p>\n
The Madrid activation forms part of NITR\u2019s continued investment in bringing the KitKat Formula 1\u00ae partnership to life in global travel retail. Acting as a catalyzer of the ACT (Attract, Convert, Thrive) strategy, NITR is harnessing this key partnership to create engaging and memorable experiences which attract travelers to the confectionery category and drive conversion and category growth.<\/p>\n
Travelers can also discover the latest KitKat portfolio throughout the different displays in the stores, including a selection of products created exclusively for the travel retail channel. The activation offers an additional incentive for Formula 1\u00ae fans, with collectible KitKat Car Tin available through selected gift-with-purchase and bundle offers, combining the appeal of the partnership with a memorable souvenir from the journey.<\/p>\n
Philippe Moryl, Global Head Food, Confectionery, Souvenirs and Toys at Avolta, said, \u201cCollaborations like this show the role travel retail can play in turning major global partnerships into engaging experiences for travelers. Bringing together the KitKat and Formula 1\u00ae partnership at Madrid Airport creates a strong reason for passengers to stop, interact and discover the offer, while adding something memorable to their journey. Together with Nestl\u00e9 International Travel Retail, we are continuing to explore new ways to combine great brands, exclusive products and experiences that make travel more enjoyable.\u201d<\/p>\n
Fr\u00e9d\u00e9ric Porchet, NITR\u2019s General Manager, added, \u201cThe KitKat and Formula 1\u00ae partnership gives us a fantastic platform to bring new energy and excitement to confectionery in travel retail. Madrid is an important international hub, and together with Avolta we are using the partnership to create a highly visible presence that engages travelers throughout their journey.<\/p>\n
\u201cActivations such as this demonstrate how we can translate a major global partnership into relevant and engaging travel retail experiences. By combining the strength of KitKat with the excitement of Formula 1\u00ae, we can encourage travelers to stop, engage with the category and, of course, have a break.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"NITR and AVolta introduce the KitKat and Formula 1\u00ae partnership to travelers at Madrid Airport Nestl\u00e9 International Travel…\n","protected":false},"author":2,"featured_media":127264,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[126],"tags":[199],"class_list":["post-127263","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nestle","tag-nestle"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@ch\/117232160637876047","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/127263","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/comments?post=127263"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/127263\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media\/127264"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media?parent=127263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/categories?post=127263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/tags?post=127263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}