ITALY. Campari Group Global Travel Retail (GTR), in partnership with Lagardère Travel Retail, has unveiled an immersive Aperol summer activation in Rome Fiumicino Airport Terminal 1.
The animation, running from 23 July to 25 August, is one of the most extensive travel retail showcases of Aperol’s new global campaign L’unico. Per Tutti (The one. For all) and refreshed visual identity.
The high-profile promotion builds on Aperol’s long-running Travel Journey campaign, now in its fourth year. It follows the success of last year’s programme, which reached over 51 million travellers across 19 airports through 30 high-impact activations in Europe.
The Rome edition is informed by traveller insights from Tax Free World Association (TFWA) research indicating that gifting remains a key driver of duty-free purchases, particularly among younger shoppers seeking tailored, memorable experiences. It introduces new touchpoints inspired by evolving traveller expectations for personalisation, value and gifting.
The Rome activation incorporates Aperol’s updated visual identity, expressed through vibrant orange tones, Venetian-inspired detailing and immersive brand storytelling. The design features illuminated displays and contemporary finishes to drive footfall, stimulate impulse purchases and reinforce Aperol’s positioning as a key brand in Italian Aperitivo culture.
The Rome showcase is part of a broader L’unico. Per Tutti summer roll-out across key European travel hubs, including Düsseldorf, Milan Malpensa, Naples, Palma, London Stansted and Venice Marco Polo airports. Each location spotlights Aperol as the essential ingredient in the Aperol Spritz, emphasising moments of conviviality and shared enjoyment.
A 360-degree omnichannel ‘Travel Journey’
The Rome activation is anchored in a 360-degree omnichannel ‘Travel Journey’ campaign.
A Personalisation Bar invites customers purchasing two bottles to customise an Aperol glass with their name, the Aperol logo or a destination motif, creating a travel retail-exclusive keepsake.
An E-Postcard Booth invites visitors to capture a photograph against a destination backdrop and send it instantly to friends or family.
Guided tastings by trained Brand Ambassadors teaches travellers how to craft the perfect Aperol Spritz serve, driving liquid to lips.
The sensory touchpoint brings the brand story to life while helping travellers recreate the Aperol experience long after their journeys have ended.
The activation is supported by a comprehensive digital strategy, engaging travellers from trip-planning through to departure. Social media and Google search content delivers tailored messages and destination inspiration in the lead-up to travel.
To amplify reach, Aperol collaborated with travel influencers from 24-26 July to create the #AperolTravelGuide – a travel retail-exclusive content series showcasing Rome’s Aperitivo spots, scenic viewpoints and lesser-known attractions.
The series, featured across different social platforms and digital touchpoints, aligned Aperol with experiential discovery and the sharing culture embraced by younger consumers.
Campari Group Global Travel Retail Marketing and Channel and Customer Marketing Director Biancamaria Sansone commented, “The activation in Rome represents a strategic milestone for Aperol as we introduce its new global campaign and refreshed visual identity in travel retail.
“By featuring the brand in such a high-profile location, we are strengthening equity and creating a seamless link across pre-trip inspiration, in-store engagement and post-travel discovery that is connected by the summer campaign.
“At the heart of L’unico. Per Tutti is a universal message that reinforces Aperol’s role at the centre of social moments everywhere. As we kick off the summer season, the essence of the campaign feels even more meaningful and we look forward to engaging travellers seeking discovery on their travels with the golden-hour magic of the Aperol Aperitivo hour.” ✈
