Each year, around 63 million passengers travel through Frankfurt Airport. Whether setting off on holiday, heading to a business meeting or returning home, travelers are often open to discovering new products and services. For brands, this represents a rare opportunity to connect with consumers when they are particularly receptive to new experiences. This is where Retail Media Impact comes in.

By combining the expertise of Fraport, Frankfurt Airport Retail (FAR) and Media Frankfurt, Retail Media Impact brings together airport operations, retail and media solutions in a single ecosystem for brands. The goal extends beyond visibility: it is about creating meaningful brand experiences throughout the entire passenger journey.

From the moment travelers enter the terminal through to the point of purchase, brands can engage consumers through a network of touchpoints designed to attract attention, encourage interaction and generate purchasing intent. The expansion of Retail Media Impact into Frankfurt Airport’s new Terminal 3 further enhances these opportunities. Covering 12,000 square meters of retail and dining space, the new marketplace offers a dynamic environment for innovative brand activations. Here, inspiration, entertainment and commerce come together, allowing brands to become an integral part of the travel experience.

Integrating brands into the passenger journey
Recent activations by Apple Pay, Jägermeister and Toblerone illustrate how this approach translates into tangible results.

In 2025, Apple Pay extended its airport-wide campaign, with a particular focus on Terminal 1 and FRA’s long-distance train station. The campaign featured approximately 320 digital and static advertising placements, extending all the way to the point of sale and creating a seamless consumer journey. Retail installations, banners, hanging displays and terminal-topper branding ensured high visibility at key locations where purchasing decisions are made.

From July 2026 onwards, Retail Media Impact activations will place a stronger focus on the new Terminal 3. Jägermeister combines high-impact promotional placements delivered by Media Frankfurt with targeted sales opportunities facilitated through FAR. The result is a fully integrated activation that reaches travelers across multiple touchpoints while supporting sales.

Toblerone, meanwhile, is transforming the airport into a destination for discovery and interaction through eye-catching installations, retail activations with Gebr. Heinemann and FAR, as well as initiatives such as a Toblerone discount voucher and a charity auction. Together, these elements create opportunities for meaningful brand engagement while reinforcing the airport as a place where rewarding consumer experiences can happen.

This is how campaigns become more than advertising. They become memorable airport moments – surprising, engaging and impossible to overlook.

From awareness to action
“Frankfurt Airport is a place where people from different countries and cultures come together. They have time, are in a positive mindset, and are open to new experiences. That makes the airport an exceptional stage for brands. Through Retail Media Impact, we create experiences that capture attention, spark emotions and leave a lasting impression. Here, brands do more than gain visibility – they become part of the travel experience,” says Babett Stapel, Senior Executive Vice President Retail & Real Estate at Fraport AG.

Martin Korosec, Managing Director of Media Frankfurt GmbH, adds: “Frankfurt Airport gives brands a unique opportunity to connect with travelers at a moment of heightened attention and travel excitement. It allows them to combine reach, engagement and purchase intent in a highly effective way. Retail Media Impact transforms communication into real impact and turns brands into genuine travel companions.”

The vision: The Art of Retail in the Heart of Europe
As one of Europe’s leading aviation hubs, Frankfurt Airport provides a unique environment for retail, dining and service concepts. Across its terminals, passengers, visitors and employees can access around 230 retail units, including approximately 170 shops and service facilities as well as 60 restaurants, bars and cafés. In total, the airport offers around 35,000 square meters of retail and dining space.

Under the vision “The Art of Retail in the Heart of Europe”, Fraport’s retail management team, led by Executive Board member Julia Kranenberg, combines convenience with inspiration, creativity and a premium customer experience at one of Europe’s most important transportation hubs. For brands, this means access to a truly international audience, exceptional visibility throughout the passenger journey and the opportunity to engage consumers at moments when they are most open to inspiration, discovery and purchase.