Nestlé has partnered with WHSmith North America Media Network (WHS Media) to launch an experiential retail media campaign to target travellers in some of the busiest airports in the US.

Shoppers will engage with Nestlé Essentia branding through a variety of touchpoints, including WHS Media’s instore digital screen network, instore audio, front of store pop-up displays and floor decals.

The campaign, which the companies claim is the first of its kind, will include full store take overs at 10 airport locations, a takeover of a terminal at New York City’s LaGuardia airport, and an interactive basketball arcade experience, also at LaGuardia airport.

WHS Media said that airport travellers spend an average of 40 minutes browsing in store, which is significantly longer than in a typical grocery or convenience retail store.

The company added that campaigns in airports benefit from extended exposure and deeper consumer engagement, allowing firms like Nestlé to create “memorable, fun and meaningful interactions” during a period when WHS Media claims travellers are responsive to new products and experiences.

Launched in January in partnership with retail media operator SMG, WHS Media aims to connect brands, consumers, and destinations across more than 350 North American travel hubs.

The company focuses on engaging travellers in physical retail environments, rather than digital channels, at the point of purchase.

“When we launched WHS Media with WHSmith North America earlier this year, we made it clear that retail media isn’t just a digital game,” said Sean Crawford, managing director, North America at SMG. “This campaign from Nestlé and WHS Media is a best-in-class example of what’s possible when you approach retail media creatively.”

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