Frankfurt celebrates Diwali with shopping, offers and services dedicated to passengers
For the first time, Frankfurt Airport is dedicating a retail campaign to Diwali, one of the most important holidays in the Hindu tradition. The initiative involves Terminal 1 and is designed in particular for passengers departing for India, accompanying them along the way to the gate with commercial offers, services and dedicated proposals. The campaign stems from the observation of a precise moment of the journey: the purchase of gifts for friends and family before departure. A particularly relevant habit on the occasion of Diwali, when the gift takes on a strong cultural and family value.
The initiative is communicated in English through digital channels, contact points within the terminal and collaborations with Air India and Lufthansa.
On the way to boarding, Travellers can find promotions in the area after security checks, coupons and special offers offered by participating shops and food courts.
In addition to these services, there is the possibility of contacting the airport's personal shoppers, who offer individual assistance in choosing purchases.
The campaign also involves the staff of the stores. The employees of the participating businesses participate in an intercultural training program, designed to deepen the needs, habits and expectations of Indian Travellers.
Fraport's goal is to use Diwali not simply as a decorative or promotional theme, but as an opportunity to build a commercial experience closer to the cultural context of passengers. The campaign therefore represents a new approach to airport travel retail, in which offers, communication and services are developed starting from the specific characteristics of the journey and the destination.
The initiative is part of the broader commercial strategy of Frankfurt Airport, which has a total of about 230 businesses in its terminals, including 170 shops and services and 60 restaurants, bars and cafes, spread over about 35,000 square meters of commercial and gastronomic space.
With the campaign dedicated to Diwali, Frankfurt is thus experimenting with a more personalized airport shopping model, in which knowledge of different cultures becomes a tool to offer Travellers more relevant services during their time at the airport.
