This Week on Social Media is our regular column where we spotlight how airports, retailers and brands are connecting with travellers through creative and engaging campaigns on social media.
From art, entertainment and cultural celebrations to people-driven initiatives, retailers and airports are using social media to spotlight the values and connections that define today’s travel experience. Below is a selection of notable highlights from across the sector.
Rome Fiumicino Airport
A timely message of inclusion and unity is brought to life in Rome Fiumicino Airport Terminal 1 through the installation ‘Daring peace together, for a future without hate’.
The art-led initiative features 108 portraits from diverse cultures and backgrounds in a single visual narrative.
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World Duty Free
World Duty Free extends the ‘Do One Good Thing’ message through its partnership with One Water, reinforcing a purpose-led retail initiative that has been in place since 2007.
Every bottle sold helps fund clean water and sanitation projects across Malawi, Kenya, Ghana and Rwanda, turning everyday purchases into meaningful impact.
Autogrill
Autogrill, part of global travel experience player Avolta, is bringing art into mobility environments through a new Urban Art on the Road intervention in collaboration with We Are Outdoor.
Artist Corn79 reinterprets the façade into a vibrant composition of shapes, textures and colours with L’Harmonia del Travel.
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Portugal Duty Free
Inviting travellers to discover Portugal’s best-kept secrets, Portugal Duty Free spotlights the rich culinary heritage of Pombal through its traditional delicacies.
Among them, Beijinhos de Pombal stand out, a delicate sweet born of history and generational recipes, crafted to delight with authentic flavour.
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Dubai Duty Free
“He is the dreamer. He is the believer. He is a Dubai Duty Free dollar millionaire.”
Traveller Rajan Lall has become the newest Millennium Millionaire winner, taking home US$1 million. The social media feature highlights his path to entry and his reflections after the life-changing moment.
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China Duty Free Group
China Duty Free Group has introduced a series of cultural activations in Hainan, transforming its duty-free malls into immersive experience spaces.
Highlights include a live international brass band performance by the Jing Band, creating a ‘world tour’ concert atmosphere, alongside a limited-time Alice’s Adventures in Wonderland-inspired installation during the May Day holiday, featuring roaming characters such as Alice and the Red Queen.
Hainan Tourism Investment Duty Free
Hainan Tourism Investment Duty Free has introduced the Li & Miao Ethnic Adventure in its Sanya location for the May Day period, blending retail with an immersive showcase of local culture.
The activation features live interactive elements, themed environments and culturally inspired gifting.
Hyundai Duty Free
“The game toward the best duty-free store – a new player arrives to change the game.”
Hyundai Duty Free draws inspiration from competitive fighting game culture, channelling the intensity and head-to-head energy of arcade-style gameplay for its Incheon Airport grand opening campaign.
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Shinsegae Duty Free
Strengthening its K-culture and entertainment proposition, Shinsegae Duty Free has partnered with the Jeonju International Film Festival to present the K-Film Fest ‘12th 100 Films 100 Posters’.
The initiative showcases 100 designers reinterpreting 100 films via a media façade installation at the retailer’s flagship store, reinforcing its focus on experiential, culturally driven retail.
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Duty Free Philippines
Duty Free Philippines is tapping into heritage storytelling to reconnect customers with its legacy through a curated look at its cultural history.
The initiative highlights the FiestaMall Duty Free painting by National Artist Larry Alcala, offering a nostalgic glimpse of the retailer’s past through his distinctive, playful visual style.
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Cancún Duty Free
“Every step we take is infused with history, culture and heart,” says Avolta-run Cancún Duty Free as it marks a vibrant Cinco de Mayo festivity at Cancún International Airport, celebrating “the pride of our roots”.
The activation brought fiesta spirit to the terminal, with travellers experiencing a lively mix of culture, music and destination-inspired retail environment.
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Brasília International Airport
Marking May the 4th, Brasília International Airport introduced a light-touch themed activation, bringing Star Wars-inspired elements into the passenger environment.
The concept includes X-Wing-inspired aircraft visuals alongside light-hearted passenger-facing narratives referencing Wookiees travelling through the airport.
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