Campari Group GTR has unveiled its largest ever omnichannel campaign for Aperol at Uruguay’s Punta del Este Airport to kick off a three-month event across South America’s key holiday destinatons.
Crafted in partnership with Avolta and Airports ofUruguay, the Punta del Este activation welcomes travellers to the airport with a striking 13-metre branded display on the control tower. Coupled with pre-flight engagement through Avolta’s online channels, it seeks to put Aperol front of mind for consumers before they arrive in-store.
An immersive pop-up space in the airport’s Commercial Terminal features a “liquid to lips” tasting bar and a dedicated photo opportunity space. There are also gifting opportunities, with a dedicated destination tote bag with every purchase and branded wristbands on offer.
To broaden the scope of the campaign, shoppers purchasing two bottles of Aperol will receive a voucher for a free Aperol Spritz, to be redeemed at a bar in the terminal. Furthermore, the Aperol Holiday Kit offers tips on bars, sunset spots and events across Latin America, accessible via iPad at the activation.
Crossing beyond the Commercial Terminal, Campari has set up a Living Room Lounge in Punta del Este’s private airport, offering Aperol Spritz cocktails for travellers.
“This takeover marks a significant step forward in expanding our presence in South America, to create meaningful connections and enriching cultural experiences,” said Biancamaria Sansone, Marketing & CCM Director of Global Travel Retail at Campari Group. “Through dynamic, multi-sensory activations, we invite travellers to engage with Aperol meaningfully.”
The Punta del Este activation is the launchpad for a multi-location campaign across South America from Campari Group and Aperol, which will be the brand’s largest in the region to-date.
Covering commercial and private airports, with pop-up spaces, experiences and media outreach, the campaign will feature at major hubs including Uruguay’s Montevideo, Ezeiza and Aeroparque in Buenos Aires, Argentina, with Avolta, and the Iguazu duty-free border stores at Misiones, Argentina, with London Supply.
Avolta Commercial & Marketing Director Marcelo Rodriguez said: “Through this first-of-its-kind activation in collaboration with Campari Group GTR, Aeropuertos Argentina, Aeropuertos Uruguay and Avolta, we have presented a campaign that redefines the travel experience for today’s most demanding travellers.
“The activation has been a milestone in how we entertain passengers, taking over four airports, two in Buenos Aires, Montevideo and Punta del Este, covering the entire passenger journey from the moment they leave their country of origin until they arrive at their destination.
It is a great example of how strategic alliances can transform airport spaces into attractive and multidimensional environments that truly connect with travellers.”
Sansone concluded: “Through dynamic, multi-sensory activations, we invite travellers to engage with Aperol meaningfully. From bold presence via media placements to seamless integration of digital and physical touchpoints, every element of this campaign is designed to inspire joy and foster a connection with Aperol in particular during the summer season.”
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Publish date : 2025-02-13 23:19:00
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