Frankfurt Airport is expanding its Retail Media Impact concept to the newly opened Terminal 3, creating a 12,000-square-meter brand activation space where retailers and advertisers can connect with passengers at multiple touchpoints along their journey — from terminal entry to point of sale.
The initiative brings together three entities: Fraport, the airport operator; Frankfurt Airport Retail GmbH (FAR), which manages the commercial spaces; and Media Frankfurt, which handles advertising and promotions. Together they offer brands a seamless path from awareness to purchase, combining traditional and digital media with in-store activations and targeted retail placement.
From July 2026, the focus shifts to Terminal 3, with Jägermeister and Toblerone among the first brands to activate in the new space. Jägermeister is linking high-visibility promotional surfaces managed by Media Frankfurt with direct purchase opportunities through FAR, creating a consistent brand experience across multiple passenger touchpoints. Toblerone is going further, with large-format installations, purchase opportunities through Gebr. Heinemann and FAR, a discount voucher promotion, and a charity auction woven into the activation.
The concept builds on earlier campaigns including a 2025 Apple Pay activation that ran across around 320 digital and static surfaces throughout Terminal 1 and the main-line rail station, with in-store materials deployed directly at the point of sale in relevant shops.
“With Retail Media Impact we create experiences that generate attention, evoke emotions and leave a lasting impression. Brands here are not just seen — they are experienced,” said Babett Stapel, Senior Executive Vice President Retail & Real Estate at Fraport AG.
Frankfurt Airport serves around 63 million passengers annually across approximately 230 retail units and 35,000 square meters of shopping and dining space.
