September 1, 2025
Heinemann turns airport moments into memories with Monopoly
Heinemann has teamed up with leading games, IP and toy company Hasbro on a Monopoly-themed campaign across its Sydney, Kuala Lumpur and Hong Kong airport locations
This summer, Heinemann has teamed up with leading games, IP and toy company Hasbro on a Monopoly-themed campaign across its Sydney, Kuala Lumpur and Hong Kong airport locations to commemorate the iconic board game’s 90th anniversary. This is an exclusive 90th anniversary partnership with a travel retailer in Asia.
Just in time for the school holiday travel season, the interactive retail activations, positioned at high-visibility areas of Heinemann’s international duty-free stores, reward travelers with shopping vouchers, free gifts and lucky draw raffle tickets, combining value and engagement to drive interest. A range of top-tier brands from across Heinemann’s extensive assortment also participated by sponsoring gift items as part of the activation in selected markets. Combining a sense of play that appeals to families with Heinemann’s goal to turn travel time into valuable time, the concept revolves around Mr. Monopoly urging everyone to embark on their next adventure and start collecting memories around the world.
These ideas are realized in a fitting visual, where iconic global landmarks are featured alongside the chance-giving dice. Unlike the real board game, there will be no paying rent--each player will win a prize with every roll, with no prior purchase necessary to play. Passengers travelling between different Heinemann locations can also experience a seamless and complementary experience from origin to destination.
“Our promotion with Monopoly brings to life our commitment to delivering unforgettable experiences for travelers, creating moments of play and excitement from the very beginning of their trip,” commented Johannes Sammann, Heinemann Asia Pacific CEO. “It is critically important to capture passengers’ attention in the limited time they have in transit, which is where engaging, experience-led partnerships like this come in.”
“Monopoly is one of the most recognizable and beloved brands in the world, and this promotion with Heinemann celebrates its rich legacy in a uniquely global way,” said Matt Proulx, Senior Vice President, Global Experiences, Partnerships and Music at Hasbro. “Together, we’re creating fun, memorable experiences that resonate with travelers of all ages, tapping into the spirit of play that has made Monopoly a cultural icon for 90 years.”
The campaign is supported by a robust 360° media approach, seamlessly integrating in-store, digital, social, and out-of-home channels. Campaign touchpoints and content are strategically activated across the traveler’s journey — from pre-trip planning to in-trip engagement — to inspire footfall to the stores.
It runs from 25 July to 30 September in Sydney, and 15 July to 16 September in Kuala Lumpur and Hong Kong.
