Hay! The new mascot bringing the RELAY brand to life
In 2025, the RELAY brand celebrates 25 years of guiding travelers around the world.
To mark this milestone, the brand is introducing HAY, a playful new mascot designed to bring warmth, personality, and an emotional connection to the travel experience. RELAY is the global pioneer in Travel Essentials, catering to the needs of travelers in over 30 countries. Its instantly recognizable bright red stores, visible from afar, have long been a familiar and trusted landmark in airports, railway and metro stations. With its smart one-stop shopping concept, RELAY maximizes convenience and makes every visit easy and intuitive.
After 25 years of innovation, the brand continues to look ahead. Following the unveiling of What Moves You, its new brand signature celebrating RELAY’s successful journey, RELAY is reinforcing its commitment to meaningful customer engagement and experience-led retail. With HAY, RELAY comes to life. HAY is your friendly, travel-savvy buddy: always there to guide you, make you smile, and keep you company along your journey. This new chapter reflects RELAY’s commitment to staying one step ahead, constantly reviewing its concept and retail offer to meet the expectations of modern travelers.
