Global travel retailer WHSmith and CPG company Nestle are promoting a bottled water brand via an experiential retail media campaign. The activation includes full-store takeovers at 10 WHSmith airport locations, as well as a complete terminal takeover and an interactive basketball arcade experience at New York City’s LaGuardia Airport. The three-week campaign kicked in May 2025 with WH Smith store takeovers by Nestle at 10 U.S. airports, including LaGuardia, Newark Liberty International, Palm Springs International, Orlando International, and Phoenix Sky Harbor. Shoppers at participating will engage with Nestlé Essentia branding through a variety of touchpoints, including the retailer’s WHS Media retail media network in-store digital screens and audio, front-of-store pop-up displays, floor decals, and other creative placements throughout the stores. The campaign also includes a full terminal takeover of LaGuardia’s Terminal E, beginning May 15. Travelers see Nestlé Essentia branding throughout the terminal, and can play a branded version of Pop-A-Shot, the basketball arcade game, fully wrapped in Nestlé Essentia creative.