Lagardère launches annual Airport Millionaire promotion

Simultaneously running eight European countries

Lagardère Travel Retail has launched its largest annual Airport Millionaire promotion (Million’Air in Europe) running simultaneously across eight European countries and the Pacific in July and August.

In Europe, Airport Million’Air is taking place from 3 July to 28 August in 70 shops in Italy, France, Luxembourg, the UK and Czech Republic. Participants must spend €5 ($6) or more (excluding Tobacco) in Aelia Duty Free stores.

Upon buying certain brands (gold or platinum), customers receive bonus chances to win (two or three more opportunities). If purchases are made with Visa, the customer receives three further bonus chances.

Airport Million’air is also available online with a dedicated mini-website, through click and collect and shop and collect websites and local social networks (Facebook, Instagram and Twitter).

Extensive POS materials have been implemented as part of the promotion


In the Pacific region, Airport Millionaire has been launched for the fourth consecutive year across Lagardère Travel Retail’s store network in Australia and New Zealand from 3 July to 3 September. Spanning all brands including Duty Free, Travel Essentials & Foodservice, “our Airport Millionaire promotion just gets bigger and bigger every year,” said Przemyslaw Lesniak, CEO of Lagardère Travel Retail in the Pacific.

He added: “The collaboration and support we receive from our vendors and landlords is phenomenal and the chance for one of our customers to win $1m ($1.2m) is exciting.

Lagardère says the promotion aligns the needs of associated stakeholders and translates these in a novel way into customer sales. It also says the promotion is used as a tool to drive sales and average transaction value through upsell.

The more a client spends, the more entries he/she receives and the more chances he/she has to win. The aim is to create excitement in-store, drive sales and make one customer a millionaire.

All customers with an eligible purchase have the chance to play for and potentially win €1m ($1.2m) via a lottery.

The promotion includes ‘an exceptional 360° communication’ to increase footfall, penetration and instil a consumer experience with extensive POS materials, online visibility and local team effort.

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