IRELAND. Leading travel retailer ARI is kicking off its festive campaign ‘Joy Awaits’ across its global estate and is marking the launch with a homepage makeover of The Moodie Davitt Report and an elegant treatment of our mobile website.
The campaign promises “a vibrant, joyful and memorable retail experience for passengers” and combines the joy of giving with the joy of airport shopping.
Seasonal campaigns form a vital part of ARI’s consumer marketing strategy, tapping into key calendar occasions to boost sales while enhancing the traveller experience. With strong passenger traffic expected across all locations ahead of and during the holiday season, the Joy Awaits campaign positions teams to leverage this key retail moment, noted the company.
ARI said in a statement: “Joy Awaits brings luxury, warmth and joy to life, inviting passengers to discover the magic of the season through gifting, festive experiences and seamless shopping. The campaign aims to transform every touchpoint into a moment of delight, with vintage-inspired holiday props, rich foliage and luxurious finishing touches, from oversized bows to lighting features.”
The creative campaign delivers impact through omnichannel execution. In-store, the Joy Awaits campaign is delivered through meaningful messaging displays and playful campaign props, sitting alongside key value messaging.
Gift-wrapping stations feature bespoke campaign festive wrapping paper, with additional gifting solutions also available, including make your own Christmas crackers and luxury gift boxing.
The campaign also includes a busy calendar of retailtainment, featuring special tastings, sampling, face painting and visits from Santa Claus promised throughout the month at select locations.
Passengers are encouraged to ‘Give the gift of joy’ while shopping or browsing online as the campaign is brought to life across ecommerce platforms, including specially curated gifting landing pages where passengers can shop the season’s top gift ideas.
A festive content strategy delivers ‘Joy Awaits’ across social media channels, including Instagram and TikTok, with diverse content from seasonal recipes and cocktails to gifting ideas across all core categories.
Examples include ‘Instagrammable’ moments and convenient gifting to enhance the shopper journey at Montréal Duty Free, with a Gift Box-photobooth where passengers can capture their ‘joy awaits’ memento, as well as a dedicated ‘Gift Stop’ shop where passengers can shop Canadian brands and products in both pre-packed and build-your-own gift packs.
Across Portugal Duty Free locations, the environment features luxury vintage-inspired décor and engaging in-store digital media solutions that bring the campaign to life. ‘Taste of Portugal’ pre-packed gift packs add to the gifting experience.
Cyprus Duty Free is transforming its ‘decompression zone’ airside into a winter wonderland, while passengers can also enjoy signature festive cocktails and tastings at the bar as they shop premium gifts and exclusive offers.
The Joy Awaits campaign has also been executed airport-wide at Dublin Airport, “showing the power of partnership in delivering a holistic approach to the overall passenger journey across all touchpoints of their airport experience”, said ARI.
“The festive season is one of the busiest times for retail and for travel, and we’re excited to bring the magic of the season to life for passengers through the new Joy Awaits campaign,” said ARI Global Head of Marketing Sarah Jane Lynch.
“Year-round our teams are focused on delivering joy to passengers, but this campaign really elevates that experience – what better time to spread joy than during the festive period.
“The campaign was developed by in-house Creative Studio and their in-depth understanding of our customer mission has helped us to create something really special with ‘Joy Awaits’. The campaign messaging and creative lives alongside our always on-value messaging, ensuring that our seasonal messaging complements our value proposition and delivers an overall seamless retail experience.” ✈
