SPAIN. Highly regarded airport and travel retail marketing executive Augusto Deymonnaz has launched Purposely, a consulting-led airport marketing studio.
The new enterprise has been developed specifically for airports, travel retailers and global brands operating in complex aviation environments, Deymonnaz said.
Deymonnaz brings more than 20 years’ global experience across airport marketing, travel retail, brands and communications.
His stellar career spans senior leadership roles across Avolta, where he spent over a decade in global marketing positions; most recently at Qatar Duty Free, widely recognised as one of the industry’s best-in-class retailers and food & beverage operators; and earlier international roles, including at Interbaires Argentina.
Having worked across 65+ countries, Deymonnaz has led marketing, brand, digital and experiential strategies for some of the world’s leading airports, retailers and premium brands, ranging from flagship global hubs to regional airports.
Purposely will support airports, retailers and brands across global aviation and travel retail to improve marketing effectiveness, passenger engagement and commercial performance. It aims to deliver on that pledge by designing marketing approaches that reflect how airports actually operate.
Rather than focusing on one-off campaigns or adapting downtown retail playbooks, Purposely aims to help organisations move from fragmented activity to what the company calls “coherent, scalable marketing systems aligned with passenger journeys, operational realities and commercial goals”.
The launch reflects increasing pressure across the industry as passenger traffic recovers but spend remains flat, and traditional marketing approaches underperform in airport environments.
“Passenger behaviour has changed faster than airport marketing has,” said Deymonnaz. “Airports are high-pressure, high-intent environments, yet they are still treated like generic retail spaces. When marketing isn’t built for that reality, performance suffers.
“After two decades working inside the system, I saw the same issues repeat: silos, disconnected pilots and strong ideas failing at execution,” he added. “Purposely was created to bring clarity, structure and relevance to airport marketing, grounded in real operational experience with meaning.”
Deymonnaz has lived and worked internationally across Europe, the Middle East and the Americas, and continues to work globally with airport stakeholders and brand partners.
Contact: augusto@thisispurposely.com
