Pop-up ice cream parlor: Discover Airlines once again focuses on creative brand activation

• Discover Airlines will once again take over the Pallina ice cream parlor in Frankfurt from July 30 through August 2
• The pop-up ice cream parlor is entering its second round and is part of the airline’s creative brand strategy
• Popular travel destinations as ice cream flavors and daily flight giveaways create a vacation atmosphere

It’s going to be (N)ice again! From July 30 to August 2, 2026, Discover Airlines will once again take over the Pallina ice cream parlor in Frankfurt, bringing a vacation vibe right into the heart of the city for four days before the end of the summer break in Hesse. This creative pop-up event is taking place for the second time and exemplifies the Frankfurt-based leisure airline’s marketing approach of raising its profile through surprising and accessible experiences.

As a young leisure airline, Discover Airlines deliberately focuses on creative brand activations that reach people where they spend their free time and where that vacation feeling takes hold. Instead of relying solely on traditional advertising, the airline creates experiences that stick in people’s minds and further sharpen its profile as a leisure airline. The pop-up ice cream parlor is the perfect example of this: ice cream and vacations simply go hand in hand.

During the campaign period, the Frankfurt ice cream parlor Pallina—known for its artisanal ice cream—will once again be transformed into a Discover Airlines “ice cream paradise.” The ice cream flavors are named after popular destinations in the airline’s route network, such as “Seychelles” or “Orlando”—the flavors are inspired by the culinary influences of each destination. In addition, guests have a chance to win flights every day.

“As a leisure airline, we don’t just sell flights—we sell the anticipation of a vacation. That’s exactly the feeling we want to evoke even before the next booking or trip. That’s why we deliberately focus on creative campaigns that surprise, bring joy, and make our brand feel friendly and approachable. The pop-up ice cream parlor is a perfect fit for our young brand and has been very well received by the public,” says Nicola Herzig, Head of Marketing at Discover Airlines.

The ice cream parlor campaign is part of a series of eye-catching brand activations by Discover Airlines. Just recently, the airline was present with its own Cinema Lounge at the popular open-air movie theater in Munich’s Olympiapark. The Beacharena in Munich was also decorated in the Discover Airlines design, bringing the airline’s vacation vibe right into the heart of the city.

More about our host Pallina: Home | PALLINA Gelato