AUSTRALIA. Departing passengers at Melbourne Airport are experiencing one of the most vibrant brand activations in recent memory as they encounter an explosion of colour and experiential engagement courtesy of Campari Group Global Travel Retail (GTR) and Lotte Duty Free.
The collaboration has resulted in the first-ever Aperol experiential shop-in-shop in global travel retail, located in Melbourne Airport Terminal 2’s departures zone.
The 55sq m attraction, which enjoys a prime position within the expansive 3,500sq ft Lotte Duty Free departures store, will command a long-term presence in 2024.
It has launched with a vibrant two-month celebration honouring Aperol’s renewed long-term partnership with the Australian Open, a Grand Slam tennis event which runs from 14 to 28 January.
As an Official Partner*, Aperol has initiated the celebratory period by welcoming travellers into its universe, providing a dynamic, engaging and – as the pictures reveal – intensely colourful brand experience designed to persist beyond the tennis tournament.
Coinciding with the store’s debut, Aperol has expanded its Australian Open campaign to GTR locations across Australia and New Zealand, ensuring widespread celebration during the event.
The striking store, adorned in Aperol’s brilliant orange hues, offers travellers a dazzling, multi-sensorial experience. The immersive ambience blends Aperol’s colourful take on tennis, Italian aperitivo culture, and digital-first engagement touchpoints to create a joyful and fun atmosphere.
Tennis symbolism, such as court markings, racquets and nets, enhance the boutique’s ambience, leading travellers towards an eye-catching circular archway.
This archway serves as the portal to an immersive digital sunset photo moment, prominently displayed on large digital screens – a confluence of Aperol, the spirit of tennis, and the magic of the ‘aperitivo moment’ at sunset.
Additional screens throughout the space recreate the sunset experience and engage with travellers, reinforcing the Aperol Spritz serve – itself a neat allusion with the tennis theme.
To further captivate the senses and elevate engagement, travellers are invited to sample Aperol Spritz, enhancing the store’s multi-sensorial appeal with a tangible ‘liquid to lips’ experience that complements the digital features.
In addition, a digital trivia game entices passengers with the chance to win an Australian Open 2025 experience, involving and encouraging a return visit to Melbourne.
The game, which includes questions related to the Australian Open and Aperol, invites international travellers to participate with any Aperol purchase at the Lotte Duty Free store.
The experiential store’s opening is also celebrated with enticing promotions and gifts-with-purchase, including co-branded tumblers, while an Aperol activation in the Lotte Duty Free arrivals store at Melbourne Airport extends a refreshing welcome to visitors.
Campari Group Managing Director Global Travel Retail Marco Cavagnera commented: “The opening of Aperol’s first-ever experiential pop-up store in global travel retail is a landmark for this Italian icon, and it reflects the growing importance of the channel to Campari Group.
“It is a pleasure to amplify Aperol’s collaboration with the Australian Open in travel retail, as part of our mission to add value to travellers’ journeys by connecting them with authentic cultural experiences that engage and inspire.
“There is a beautiful synergy between Aperol, tennis and the aperitivo moment, and we hope that travellers embrace our unique sunset digital experience as the perfect memento of their journey.
“I would like to thank the team at Lotte Duty Free and we look forward to building on our collaboration to unlock future growth for Aperol in the dynamic Asia Pacific region.” ✈
Note: Look out for The Moodie Blog’s take on the occasion, coming soon.
* Tennis Australia has announced a new four-year agreement with Campari Australia commencing from 2024. Through this long-term partnership, Aperol will play a pivotal role as Official Partner infusing its distinct orange and summery vibes into the Australian Open, United Cup, Brisbane International, Adelaide International, and Hobart International tournaments.
