Temporary activation
With the “Sweet Destinations” pop-up, we brought the Discover Airlines vacation vibe to downtown Frankfurt. Together with the PALLINA ice cream parlor, we created a temporary activation in which selected travel destinations were presented as ice cream flavors.
The goal was to strengthen brand awareness in Frankfurt and make Discover Airlines a likable vacation brand.
Pop-up store in downtown Frankfurt
For several days, the PALLINA ice cream parlor was transformed into the Discover Airlines brand world. Outside, various brand details and a branded glass front invited visitors to linger, while inside, CI elements created a holiday atmosphere.
The activation focused on six ice cream flavors that translated the airline's selected destinations into taste:
- Punta Cana with chocolate sorbet and coconut flakes
- Marrakesh with white chocolate, poppy seeds, and date syrup
- Skiathos with yogurt-lemon crunch and honey
- Bari with stracciatella and roasted hazelnuts
- Tampa with lemon-basil and meringue
- Evenes with vanilla and cranberry sauce
Each variety combined typical regional flavors with classic basic recipes, bringing the destinations to life.
The campaign was complemented by a competition in which two flight tickets to Punta Cana were raffled off every day in cooperation with the Dominican Republic.
The pop-up was accompanied by targeted communication measures and promoted on social media. This gave "Sweet Destinations" additional visibility beyond the location and made Discover Airlines immediately visible in the urban environment of Frankfurt.
