AUSTRALASIA. Campari Global Travel Retail has rolled out an extensive Aperol amplification campaign with selected retailers across Australia and New Zealand.
The campaign complements the recently launched Aperol experiential pop-up at Melbourne Airport, in partnership with Lotte Duty Free. Click here for our on-location report from January.
The activation spans more than ten retail spaces in Australia and New Zealand through January and February, in celebration of Aperol’s renewed role as the Official Aperitif of the Australian Open, which took place last month.
Retail spaces at Auckland, Brisbane, Gold Coast, Melbourne and Sydney airports have been transformed through thematic pillars and high-profile activation zones in partnership with Lotte Duty Free, Heinemann Australia and LagardereAWPL.
Dressed in signature orange, the spaces highlight the partnership between Aperol and the Australian Open.
The space design evokes Aperol’s tennis universe alongside the Australian Open’s blue courts, with director-style seating and exclusive Aperol x Australian Open branded tennis balls and racquets for photo opportunities.
To drive traveller discovery of the aperitif, the activations feature Aperol Spritz tasting bars, inviting consumers to enjoy the cocktail served by trained brand ambassadors, and gift-with-purchase promotions. Travellers can redeem an exclusive Aperol-branded tennis visor when they buy two Aperol bottles or a bipack across key travel retail locations in Australia and New Zealand* throughout the campaign.
Campari Group Managing Director Global Travel Retail Marco Cavagnera commented: “These diverse new retail spaces mark a celebratory moment as we launch Aperol’s most ambitious amplification campaign in global travel retail. Set against the backdrop of the lively Australian summer, the openings encapsulate Aperol’s vivid spirit by blending the Italian aperitivo moment with the joys of season and the thrill of sport.
“Beyond elevating Aperol’s profile in global travel retail, we are setting a stage for continuous growth and innovation in the Asia Pacific region. I eagerly anticipate the impact of Aperol’s vibrant presence as we forge ahead in connecting travellers with a world of valuable cultural experiences – a hallmark of Campari Group brands.”
In November 2023, Tennis Australia announced a four-year agreement with Campari Australia, commencing in 2024. This partnership designates Aperol as the Official Aperitif for several high-profile tennis events, including the Australian Open, United Cup, Brisbane International, Adelaide International and Hobart International.
At the Australian Open, the ‘Terrazza Aperol’ on Grand Slam Oval was a focal point for tennis enthusiasts, with its 15m-long bar, bean bags, lounges and an elevated cabana experience.
Click here for an interview with Campari Global Travel Retail Managing Director Marco Cavagnera, who tells Martin Moodie about the philosophy behind one of travel retail’s most vibrant brand initiatives of recent times.
*The GWP promotion runs at the following Aperol pop-up locations while stocks last: Auckland Airport Arrivals, Auckland Airport Departures, Brisbane Airport Arrivals, Brisbane Airport Departures, Gold Coast Airport Departures, Melbourne Airport Arrivals Pillar & Tasting Bar, Sydney Airport Departures, Sydney Airport Arrivals B and C. ✈
