INTERNATIONAL. Aer Rianta International (ARI) has launched its global seasonal marketing campaign, titled Your Best Summer.
The omnichannel campaign is live across the ARI estate, with the retailer stating its aim to “inject the fun and excitement back into the travel retail experience”.
Each market has adapted the campaign to create their own summer activations. The marketing strategy involves close collaboration between its central and local marketing teams, “delivering innovative, superior quality campaigns across the ARI estate”.
Described as vibrant, fun, exciting and inspiring, the campaign features bold colours to encapsulate the anticipation of summer travel. It aims to bring “new energy to the shopping experience” and offer visually stimulating platforms to communicate key messaging to customers.
Playful characters are also included to add further fun while category-specific taglines – coupled with decisive value-led messaging – aim to engage customers and drive sales both on-and offline.
Campaign features include a live cellist in Bahrain Duty Free and the opportunity to sip Baileys Pina Colada at The Loop Duty Free Montréal or Dublin. ARI said in-store theatre has been used to help create special memories as passengers travel through each store, and to further enhance ARI’s signature Sense of Place.
Your Best Summer is highlighted online through ARI’s ecommerce platforms, email marketing, digital advertising and on social media, engaging passengers pre-travel to drive awareness to support in-store sales and to drive online conversion.
ARI Global Head of Marketing Laura Toner said: “We endeavour to make global experiences local, creating flexible global campaigns that deliver brand consistency across our locations, while at the same time allowing individual teams to adapt for impact in their local markets.
“Our omnichannel approach aims to add excitement at every touchpoint along the customer journey; from the pre-travel countdown to the thrill of walking towards the departure gate as they embark on their trip.
“We are just as excited as passengers to see a return to summer travel, and we are confident that the Your Best Summer campaign will add even more joy to their experience,” Toner added.
