During Easter break, Brussels Airport installed a “Family Waiting Line” for security. This line was completely Smurf-themed, because of their partnership with the Smurfs: they have some Smurfs statues in different parts of the airport. There was a big arch decorated with Smurfs which indicated the line, and there were people dressed as Smurfs to welcome the families.
Additionally, Brussels Airport wanted to hand out something for the children to take home, ensuring an impact that lasted longer than the time they spent in line. We developed a Smurfs coloring book with a custom Brussels Airport cover. It is a small book, on A5 format, because people already have enough stuff to carry around when they are traveling, but because of the branding on the cover, this small gadget still has a big marketing impact.