ARI Global Head of Marketing Laura Toner discusses the company’s journey to create its ‘Joy on your way’ brand identity and hails the role of marketing teams around the world in developing and communicating the updated brand expression. This feature coincides with ARI celebrations for National Day of Joy this week.
In February 2023, we at ARI unveiled our new brand identity, encapsulating the essence of ‘Joy on your way’. This bold initiative marked a pivotal shift for us as a global travel retailer, laying the foundation for an ambitious growth strategy while emphasising the power of joy in every interaction.
Now, a year later, as we prepare to celebrate the National Day of Joy, it is the perfect time to reflect on the significant milestones we’ve achieved and the smiles we’ve brought to the faces of passengers worldwide.
The dawn of a new brand identity
Our rebranding was not just a superficial change, but a deep-rooted transformation aimed at aligning our corporate and consumer-facing identities. With a new visual identity and the vibrant expression ‘Joy on your way’, we set out to differentiate ARI in the travel retail industry. Our goal was to harness the universal emotion of joy, transcending cultures and borders, to enhance the travel experience for our customers.
When we first discussed the concept of joy during the brand-building phase, we instinctively knew it felt right for ARI. Joy was the ‘secret ingredient’ we couldn’t quite define before – the unique essence that set ARI apart from other travel retailers. This realisation was a gamechanger, and we decided to embrace it wholeheartedly. We identified that ‘Joy’ was a fundamental truth about who we are and what we offer. While others may attempt to imitate it, they don’t possess the inherent joy that defines ARI.
The journey to this realisation wasn’t straightforward. It involved introspective workshops, feedback from team members across the globe, and even insights from our passengers and customers. It was a collective effort that solidified our belief in the power of joy.
The power of joy in action
From the onset, the brand refresh aimed to unify our vision, our purpose and our Customer Value Proposition (CVP). Our global approach ensured clarity, cohesion and consistency across all brand activities. This alignment was pivotal in reshaping both internal and external perceptions of ARI, fostering a culture where joy is at the forefront of every interaction.
One year into this journey, the impact of our rebranding is evident in countless ways across our operations:
- Enhanced customer experience
Our rebranding initiative has significantly enhanced the customer experience. By delivering on our CVP, removing barriers and introducing innovative global initiatives, we have made the retail experience more seamless and enjoyable.
Our stores and digital platforms now feature vibrant and engaging branding that has transformed interactions, making our marketing efforts work harder for us and each visit better for our customers. This transformation isn’t just about aesthetics; it’s about enhancing that joyful atmosphere that resonates with travellers.
- Empowered teams
Our teams are the heartbeat of our brand. The new brand identity provides a clear charter of what ARI stands for, and our people have fully embraced their roles as orchestrators of joy.
The appointment of Paula Pryor as Chief Joy Ambassador has been pivotal. Paula’s unwavering dedication to embedding joy in every facet of our business has empowered our teams to deliver exceptional service.
Her efforts, alongside the Marketing team and our Internal Communications Manager, have culminated in a dedicated training module on our new brand. This module was first launched in Abu Dhabi, where we welcomed new colleagues from 28 nationalities across the world, before rolling out the module across our global estate. Paula has delivered the training module over 50 times globally this year already, which has further unified our teams and instilled a deeper understanding of our brand, under the banner of joy.
Witnessing Paula’s sessions has been a personal highlight. Her passion is infectious, and the feedback from our teams has been overwhelmingly positive, her work has been instrumental in fostering a cohesive and joyful culture.
- Strengthened Global Presence
Our ambition has been underpinned by the new brand identity. We’ve celebrated successful launches into new locations and reinforced our presence in existing markets. We’ve had the opportunity to bring our joyful ethos to more travellers worldwide and to continue to set a new standard in travel retail, the opening in Abu Dhabi Duty Free is a prime example of that.
A standout moment was when Paula trained the team in Abu Dhabi, resulting in their unique rendition of ‘Joy on your way’ in song here:
https://www.linkedin.com/feed/update/urn:li:activity:7118158845276770304
The pride in our new brand has been palpable, it is clear from new businesses units and long-established ones, that joy is not just a word, but a lived experience for our teams and customers alike.
- Elevated partnerships
Our commitment to joy extends beyond our customers to our partners, including both brands and airports. From a marketing perspective, we have strengthened our relationships with brand partners, putting joy at the centre of every conversation. We have executed incredible initiatives with Bacardi, Diageo, Estée Lauder, L’Oréal, Mars, Mondelez, Nestlé and Pernod Ricard, to name a few, with many more exciting collaborations already in discussion.
These partnerships are more than just business; they are collaborations built on a shared vision of spreading joy and enhancing the travel retail experience.
Our airport partners have been incredibly supportive from the beginning, quickly recognising how our new brand could enhance their overall proposition.
I vividly remember when we set off on a tour to present the new brand, feeling a little anxious about a presentation to a relatively new airport partner at the time, as this was a big deal for us. The Commercial Director, with a Nespresso in hand, described our new brand as “a triple shot of Nespresso for the industry”. In that moment we knew ‘Joy on your way’ had landed, and there was no return flight.
Transforming travel retail
The impact of our rebranding extends beyond tangible achievements. It’s about the intangible moments of joy we create every day. Airports are often seen as places of transit, but at ARI we genuinely view them as stages for human connection and joy. From the smiles on passengers’ faces when they find that perfect gift, for themselves or for a loved one, to the moments of delight sparked by our sales professionals, joy is woven into the fabric of our operations.
Our journey is far from over. As we look to the future, our commitment to joy remains unwavering. We are excited to bring our proposition to new airports around the world. We are dedicated to continuous improvement, leveraging our brand identity to drive further growth and innovation. Our vision of being the world’s favourite airport retailer and partner of choice is not just a goal; it’s a living, breathing part of who we are.
As we celebrate National Day of Joy, we reflect on a year filled with accomplishments and the many joyful moments we’ve created for travellers worldwide, just a small fraction of them are evident as you read though this article. Our rebranding journey has demonstrated the power of a strong, cohesive brand in transforming a business. It has shown us that joy is more than a feeling; it’s a strategic asset that drives growth, strengthens relationships and elevates experiences.
Here’s to many more years of joy on your way.
A moment of collective vision: The Global Marketing Forum 2022
In 2022, I shared our vision for the new brand with the global marketing teams at our annual Global Marketing Forum. The sneak preview of ‘Joy on your way’ resonated deeply with everyone in the room. The enthusiasm and support from our marketing teams was overwhelming, and their collective momentum and spirit has been a huge driving force in bringing the vision to life.
The marketing teams now have ‘calendars of joy’, centralising their marketing and customer experience planning to ensure continuous moments of joy for customers.
This National Day of Joy is a pivotal moment and the teams across the world have been hosting activities all week. In fact, in Portugal the marketing team has now crowned June as their official ‘Month of Joy’ forever more.
*This article first appeared in The Moodie Davitt eZine this month; click here for that version and here for the panel on the Global Marketing Teams. ✈
