Airwaves Unleashes New Campaign with Fan-Inspired Visuals

Starting in April, Mars, the producer of the gum with a menthol kick, has unveiled its new ‘Ride The Airwaves’ campaign inspired by real fans’ social comments and celebrates the gum’s ability to deliver a reinvigorating kick at flat moments across the day.

At the core of the campaign is the uniquely intense Airwaves product experience. It delivers such a strong menthol kick, that over the years it has inspired countless comments and reviews online e.g. “Chewing @Airwaves feels like having supersize lungs”, and “Chewing @Airwaves feels like your mouth and nose light up”. This campaign turned organic online buzz into the creative foundation for visceral metaphors of the intense Airwaves experience, celebrating its passionate fan base and letting them shape the brand.

The global campaign was created by T&Pm in partnership with EssenceMediacom, Weber Shandwick and Born Social, and local PR activity in Hungary is organized by our Flow PR agency.

Mourinho, Bonmatí, and Saka Star in Snickers' Latest Campaign

We are proud to announce that our agency is leading the full-scale PR efforts for Snickers®' newest campaign.

Building on the success of last year's "Beat Your Hero in a Match!" initiative, the 2025 Snickers® campaign continues to focus on digital engagement. This time, global football icons José Mourinho, Aitana Bonmatí, and Bukayo Saka share lighthearted stories about moments when they weren’t at their best — from red cards to wardrobe mishaps. But with a Snickers® in hand, they reveal how nothing can throw them off balance.

This year, once again, we aim to immerse consumers in the emotional world of football," said Gábor Villányi, Central European Portfolio and Brand Activation Manager for Snickers®. "We are thrilled to have such esteemed football stars joining us — José Mourinho, the legendary Portuguese coach; Aitana Bonmatí, the Spanish World Champion; and Bukayo Saka, the Premier League and England National Team winger. They bring humor and authenticity to the campaign by sharing those all-too-human moments when things don’t go to plan. It’s a reminder that even the best face off days — both on the pitch and in the stands.

The campaign features bespoke video content set to roll out across various digital platforms, accompanied by a robust social media presence on Facebook, Instagram, and YouTube. In addition, dedicated POS materials have been developed to support in-store visibility.

The creative concept was crafted by The&Partnership, while Flow PR is overseeing the campaign’s comprehensive PR coordination.

A key highlight of the campaign is an exciting prize draw, offering the lucky winner an exclusive trip to a special event featuring Aitana Bonmatí.

Emirates signs MOU with Visit Hungary to boost inbound tourism

Emirates has signed a Memorandum of Understanding (MoU) with Visit Hungary to boost inbound tourism to the country. The agreement reaffirms the airline’s commitment to serving Budapest with world-class travel experiences and connecting the Hungarian capital to more than 140 destinations worldwide.

The agreement was signed at the Arabian Travel Market (ATM) by Thierry Aucoc, SVP Commercial Operations (West) at Emirates; and Mr. Olivér Csendes, CEO of Visit Hungary.

Gábor Horváth, Emirates Country Manager in Hungary, said: “Hungary remains a very key market in Emirates’ global network. The airline has served Budapest for more than 10 years with world-class travel experiences, and the agreement signed today reaffirms our commitment to the country. From impressive architecture, stunning nature, to a bustling city - Hungary is a very attractive destination and we look forward to leveraging our extensive network to support inbound tourism from key markets across the Middle East, Far East Asia and Australasia.”

Mr. Olivér Csendes, CEO of Visit Hungary, said: "We are honoured to deepen our collaboration with Emirates, a globally renowned airline that shares our commitment to excellence in travel. Strengthening ties with the Middle East—particularly through a key tourism hub like Dubai—is a vital step toward making our country even more accessible. This partnership will elevate Hungary’s appeal as a must-visit destination, offering travellers from the GCC region a captivating blend of rich history and modern vibes.”

Under the agreement, Emirates and Visit Hungary will drive joint marketing and advertising campaigns to showcase Hungary’s touristic appeal. The two partners will also work closely to organise familiarisation trips for media and travel agents, as well as support innovative promotional activities to increase travel demand to Budapest.