AUSTRALIA. Heinemann Oceania has relaunched its Euro Summer programme ‘Make it Your Season’ at Sydney Airport, designed to evoke the essence of a dreamy European summer.
Building on the success of last year’s summer campaign debut, the travel retailer has attracted more brands to join the campaign and offers travellers a chance to win holiday spending money.
The activation, which runs for nine weeks, is launched in time for the Australian winter school holidays, one of the busiest travel periods in the country, and for the Summer Olympic Games in Paris.
The campaign features a summer-themed pop-up dressed in a sun-soaked colour palette, capturing the Italian Riviera holiday atmosphere.
The concept combines carefully curated Mediterranean elements including a cherry-red scooter parked in the display and vibrant bougainvilleas hanging from the ceiling. Shoppers are greeted by dedicated Euro Summer ambassadors in breezy uniforms.
The activation is supported by communications across digital channels, including Heinemann’s online store and social media. The retailer has also collaborated with fashion and beauty content creator Olivia Scanu (@oliviascanu) to further promote the campaign ahead of the Euro Summer travel season.
An array of summer-focused brands, including Aperol, Cointreau, Ciroc, Taylors Wines, Chandon, Dolce & Gabbana, Sol de Janeiro and Le Specs, are highlighted as part of the Roman holiday atmosphere.
In addition, Heinemann is holding a lucky draw for the first time to “pick up the bill” for shoppers’ holiday experience. Customers are given a chance to win a A$1,000 gift card every week of the campaign, with every A$100 (US$67) spent in-store earning them one entry into the draw.
Heinemann Oceania Managing Director George Tsoukalas said: “The holiday starts as soon as travellers clear security and enter our store so we are constantly looking for new ways to give them that extra boost of excitement for their destination.
“Last year’s Euro Summer event was such a success that we had to bring it back with an even bigger splash and even more reasons to shop.”
Europe is one of the most-visited overseas holiday destination regions for Australians during their winter season. In July 2023, Italy was rated as the third most-popular destination for Australian residents, with Greece, France, Spain and Germany all placing in the top 20. ✈
