GERMANY. Campari Group Global Travel Retail (GTR) has unveiled a multi-touchpoint amplification campaign at Berlin Brandenburg Airport, highlighting Campari’s partnership with the 74th Berlin International Film Festival.
The festival, called Berlinale, is running until 25 February. As co-partner, Campari has launched a targeted, cross-channel activation experience spanning pre- to post-trip.
This includes Out of Home (OOH) displays and an in-store activation at Terminal 1 departures, unveiled in collaboration with Gebr. Heinemann.
The campaign is supported by an integrated local partnership with cab-hailing application Uber. This extends the experience beyond the airport, offering consistent brand interactions for travellers in downtown Berlin.
Campari Group GTR Marketing & CCM Director Biancamaria Sansone said, “I am thrilled to share the traveller journey that we have built around Campari’s partnership with the Berlin International Film Festival.
“There is a magical synergy between the icons, and it is a great pleasure to connect the dots for travellers with a world of cultural experiences imagined by Campari.
“In a first for Campari, our partnership with Uber elevates the traveller experience to new heights. It creates a bridge that not only links various stages of their journey but also integrates the vibrant cultural tapestry of Berlin and the world-famous Berlinale.
“This comprehensive approach has transformed the way we connect with our consumers, offering them not just a drink but an authentic experience that starts the moment they embark on their journey to Berlin.
“Through this partnership, we are also enhancing the global travel retail experience for travellers. We are leveraging the awareness and equity of the Campari brand to offer a sophisticated blend of cultural and cinematic enchantment as they partake in the world-class allure of Berlinale.”
At Berlin Airport arrivals travellers are greeted with an OOH display featuring the campaign slogan: ‘Icons inspire unforgettable creations’.
The key visual blends Campari and its cocktails with the cinematic world. It aims to position Campari as a central figure in cultural innovation, fostering a synergy with the cinema industry and its leading performers.
The departures animation showcases Campari’s signature red-and-white colour palette. Trained ambassadors are at hand to help travellers discover more about the company’s heritage.
Over 1.9 million passengers (as estimated by Paxsmart) are expected to depart from Berlin Airport while the experience is running. According to Campari, the in-store activation offers a key opportunity for brand engagement and discovery.
The debut collaboration with Uber (also a Berlinale partner) offers departing passengers exclusive gifts at the Gebr. Heinemann in-store activation. Berlin Airport arrivals can also redeem a complimentary Campari cocktail downtown. ✈
