IRELAND/INTERNATIONAL. Aer Rianta International (ARI) has developed an omnichannel marketing campaign – titled ‘The Flight Before Christmas’ – to coincide with the festive season.
The campaign, which runs across its global network, was inspired by the “magic of gifting to loved ones”, with a creative that leans on seasonal red and gold colours, glitter and sparkle along with a series of engaging characters.
The promotion aims to engage with customers at all touchpoints on the journey, in-store and online, highlighting the ranges, value, and exclusive gifting available across the estate, from Dublin to Montréal and Lisbon to Larnaca.
In-store, the campaign is brought to life with bespoke installations and an increased focus on sustainable and digital formats, underpinned by ARI’s ‘retailtainment’ drive to lift conversion.
“All cosy and warm, with a lovely full belly,
Dad’s asleep in front of the telly.
Paper is scattered all over the floor,
A room full of laughter, joy and more.
Bring home the magic and warm their hearts,
because at ARI is where it all starts…
On the Flight Before Christmas.”
– The Flight Before Christmas, an ARI rhyme
Ecommerce channels and social media engage passengers ahead of their journey with a blend of creative, directional signage and an online gift directory highlighting category heroes, limited editions and travel retail exclusives.
Over 100 pieces of bespoke still and motion content have been created in-house as part of ARI’s new social media content strategy. This includes festive beauty looks, including TikTok-inspired trends, luxury gifting ideas and craft cocktails. The content aims to directly influence purchase through organic and paid social, rather than simply acting as an awareness driver, said the retailer.
“Our customers are at the heart of everything we do at ARI and each year we look forward to bringing them something a little extra special for the holiday season”, said ARI Global Head of Marketing Laura Toner.
“We all have cherished memories of travelling home for Christmas or of seeing a loved one’s face light up when we give them a special gift; we want to evoke that same joy for passengers as they shop in our stores or online with The Flight Before Christmas campaign. We pride ourselves on superior gifting at ARI all year round, so our customers will always find something special to take with them on their onward journey.”
