Campari Group Global Strategic Travel Retail is celebrating its wins for its Aperol Travel Journey Omnichannel Campaign at the recent TFWA World Exhibition in Cannes.
The company claimed the Campaign of the Year accolade from the DFNI Frontier Awards and the Supreme Champion Campaign trophy at the Drinks International Travel Retail Awards.
The omnichannel activation programme was rolled out in 2022 to deliver an immersive and engaging brand experience to leisure travellers flying via easyJet and in-store at key European airport locations. The campaign series was held during the peak summer period, from June-September in 2022 and in 2023.
Key airports in Europe were featured in this campaign including Manchester, Frankfurt, Amsterdam, Paris CDG, Barcelona, Milan Malpensa, Rome Fiumicino and Venice Marco Polo.
The campaign engaged travellers through creative and location-based content during the four key stages of their journey: pre-booking/pre-flight; at the airport; onboard; and at their final destinations.
Before their travel began, a bespoke social media campaign and promotional content on easyJet’s traveller website introduced travellers to Aperol’s offerings.
The promotion encouraged travellers to purchase Aperol or the Aperol Spritz Perfect Kit online and collect it through the airports’ click-and-collect services.
At the airport, immersive experiences led to passenger engagement. These included selfie booths and a digital holiday kit to access exclusive and personalised travel suggestions.
In-store activations featured highly trained brand ambassadors to serve samples of Aperol Spritz. There were more than 15,000 samples given during each summer campaign.
Aperol Spritz was offered onboard selected EasyJet flights on the airline’s offline and online menus.
The most notable brand campaigns for Aperol were focused at Venice Airport, home to Terrazza Aperol and the Aperol Spritz tradition.
Aperol ran a high-profile airport takeover to promote the ‘Orange Wave’ campaign at Venice Airport, immersing every passenger flying inbound and outbound from the city.
The activation featured major digital and media investment in both departures and arrivals areas.
The campaign also featured exclusive consumer engagement through the Aperol Holiday Digital Kit and invited passengers to purchase the Aperol Spritz Perfect Kit to replicate the original recipe of the Aperol Spritz at home.
Campari Group GSTR Marketing and CCM Director Biancamaria Sansoner said: “We are very proud that our ‘Aperol: Targeting the European Leisure Travellers’ summer campaign has been recognised by these two prestigious award competitions, but this is only the start of the journey we have planned for Aperol in years to come.” ✈
