Tourism and Events Queensland
Sleigh-ing the festive season
Brisbane Airport Corporation
Brand Promotion
Campaign Ideation
Events
Experiential Execution
Partnership and stakeholder engagement
Strategy
Christmas lands at Brisbane Airport
Aruga’s activations division, BonBon, has transformed Brisbane Airport into a vibrant, festive destination every silly season since 2022. With a focus on creating memorable experiences for both kids and adults, BonBon has successfully engaged travellers through interactive holiday-themed activations. Their mission? To make the wait for a flight an enjoyable part of the holiday journey.
BonBon developed and delivered engaging, fun, and heart-warming experiences to entertain passengers, young and old, while also driving foot traffic to airport retailers.
These included:
- Holiday Entertainment: BonBon entertained all ages with Christmas crafts, carollers, face painting and roving entertainers.
- Santa’s Photo Opportunity: Travelers were invited to snap a picture with Santa before their flight.
- Retail Activation: BonBon offered custom gift bags, a “Spin-the-Wheel” activation, and exclusive shopping experiences.
- Christmas Movies: Passengers enjoyed their favourite festive films, creating a cosy, holiday atmosphere throughout the terminal.
- Christmas Activity Books: BonBon created engaging and creative activity books with festive-themed puzzles, colouring pages, and games.
- Terminal Scavenger Hunt: Families joined a fun scavenger hunt around the terminal, with festive surprises along the way.
- Visual Merchandising for Retailers: BonBon worked closely with airport retailers to create holiday-themed displays and signage.
Results
25,326
engaged passengers
8,487
activity books distributed
4,487
baubles decorated
Deliverables
Engaging Experiences
By combining entertainment, interactive activities, and retail engagement, BonBon created a holistic experience that kept travellers engaged throughout their time at the airport.
Family Focus
The activations were designed to appeal to all ages, ensuring that everyone could enjoy a little festive magic before their flight.
Retail Collaboration
Through strategic partnerships with airport retailers, BonBon enhanced the shopping experience, driving both foot traffic and sales.
Winning Tactics
BonBon’s commitment to spreading joy, creating memories, and enriching the travel experience has made their holiday activations at Brisbane Airport a cherished part of the festive season, with a significant increase in foot traffic to airport retailers during the holiday season.
The addition of Santa’s Workshop in 2024 was especially well-received, becoming a must-see attraction for families.
BonBon established partnerships with airport retailers to develop experiences and activations that encouraged pre-flight purchases and gifting while adding value to travellers’ experiences in the terminal.
