Connecting with passengers from India: Frankfurt Airport celebrates Festival of Colors

Introduction: India is on the rise. For years, the number of Indian passengers visiting Europe has grown significantly. Frankfurt Airport recognises the importance of this target group and decided to greet travellers with a campaign dedicated to Holi, the Indian Festival of Colors, Love and Spring.

The festival included several innovative and welcoming elements, from AI art and special promotions and collaboration with retail partners to personal shoppers. With this campaign, Frankfurt Airport has positioned itself as a world leader in fulfilling the requirements of Indian passengers.

The numbers speak for themselves. Frankfurt Airport, the hub with the highest connectivity worldwide, and the significantly increased travel behaviour of Indian passengers form a successful connection.

Indian passengers are one of the most rapidly growing target groups for travel retail. According to a McKinsey study, it is forecasted that India’s outbound travel has potential to grow from 13 million trips in 2022 to over 80 million in 2040. At Frankfurt Airport, these numbers have led to a modification of the retail campaign planning. For the first time, this spring Frankfurt Airport’s acclaimed AI-based retail marketing campaign was dedicated to India’s colourfully celebrated and most widely known festival – Holi.

The campaign visuals were based on artwork created by Midjourney, the most advanced AI image generator. The idea was simple: Let’s celebrate spring and airport shopping in a way that reflects the diverse global audience travelling through Frankfurt Airport. The results were images impossible to miss, even at a bustling airport: elegant, opulent, and – speaking of the Indian Holi Festival of Colors – joyful art bursting with colour.

Exclusive offers and partnerships all the way

The campaign was not only a highlight in terms of its visuals, but also the partners involved. Airlines, shops and restaurants, DJs and dancers – the joy of Holi was celebrated throughout the journey.

Virtual colour immersion experiences, special tasting stations, dedicated product selections among retail partners, special menus at various restaurants as well as an authentic dance performance were just some of the activities that passengers could to enjoy. All activities were implemented in close cooperation with the duty-free, retail and restaurant operators at Frankfurt Airport.

The campaign was designed to increase sales with an important target group, but most of all it’s been created to acknowledge the culture and colours of the world’s fastest-growing nation.

Another unique feature is the way Frankfurt Airport cares about Indian passengers with a special personal shopper service. These dedicated retail and airport specialists know how to meet the wishes and needs of Indian passengers. Of course, they speak perfect Hindi, thus eliminating any potential language barriers.

“The celebration was not only for Indian passengers, though,” said Fraport AG Vice President Retail Marketing Tabea Palmer. “Holi has started to become an international phenomenon, appealing to a young international audience. Our goal was to make it a campaign for all our guests.” Looks like a true win-win.