Nestlé and WHSmith North America Media Network launch experiential retail media campaign in US airports

Nestlé has partnered with WHS Media to launch what is pitched as a first of its kind experiential retail media campaign promoting its Essentia Alkaline Water.

The campaign, which is targeting travellers at some of the USA’s busiest airports, includes immersive in-store experiences including full store takeovers at ten locations, a complete terminal takeover at New York City’s LaGuardia Airport Terminal E and an interactive basketball arcade experience, also inside LaGuardia Airport.

The three-week initiative kicked off on 8th May. Shoppers will engage with Nestlé Essentia branding through a variety of high impact touchpoints, including WHS Media’s in-store digital screen network, in-store audio, front-of-store pop-up displays, floor decals, and other creative placements throughout the stores.

The campaign culminates in the full terminal takeover of LaGuardia’s Terminal E, beginning 15th May. Travellers will be greeted with Nestlé Essentia branding throughout the terminal, most notably on the Iconic Wall immediately past TSA. Beginning the same day, passengers will also be invited to play a branded version of Pop-A-Shot, the basketball arcade game, fully wrapped in Nestlé Essentia creative.

“Travel can be exhausting and dehydrating, which makes it the perfect moment to connect with consumers and showcase the benefits of Essentia,” says Robin Cook, National Account Manager at Nestlé.

“In partnership with the WHS Media team, we carefully selected a mix of high-impact touchpoints to drive awareness and engagement. We’re especially excited about the interactive Pop-A-Shot experience at LaGuardia, which brings a fun, memorable twist to hydration and ensures Essentia stands out among a sea of options during a high-dwell moment in the traveler journey.”

Launched in January in partnership with retail media operator SMG, WHS Media connects brands, consumers, and destinations across more than 350 North American travel hubs. Unlike traditional retail media networks that rely heavily on digital channels, WHS Media focuses on engaging travelers in physical retail environments, right at the point of purchase.

“At WHSmith, we’re passionate about bringing fun back to travel,” says Stuart Michell, Chief Commercial Officer at WHSmith North America. “That’s the driving force behind WHS Media. Whether travelers arrive early, face a layover, or experience delays, this activation adds levity and excitement to their journey. These kinds of branded and immersive experiences will become the core of WHS Media, and we couldn’t have asked for a better launch partner than the Essentia team at Nestlé. We’re thrilled with the campaign and excited to deliver similar opportunities for other brands.”

“When we launched WHS Media with WHSmith North America earlier this year, we made it clear that retail media isn’t just a digital game,” says Sean Crawford, Managing Director, North America at SMG. “Retail media is a proven driver of sales, but it’s also a powerful tool for building brands. This campaign from Nestlé and WHS Media is a best-in-class example of what’s possible when you approach retail media creatively. And this is just the beginning, with many more experiential campaigns to come.”

2025 RTIH INNOVATION AWARDS

Experiential retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.