Duty Free, part of DUFRY, needed to evolve its in-store activations and reach a new audience to capture the attention of the large number of travelers passing through its store at Adolfo Suárez Madrid-Barajas Airport.

With this premise, we created two events during the Mutua Madrid Open week with Spanish tennis player Sara Sorribes and plastered Terminal 4 of the Airport with signage for the events. The first activation involved a meeting between Duty Free executives, AENA, and the tennis player to attract the attention of the press and users more focused on economy and business. In the second activation, we focused on store customers by setting up a tennis court inside Terminal 4 of the Airport, allowing passengers to have fun with the Spanish tennis player and try to win at least one point.