Aperol is featured prominently at Punta del Este Airport with a striking pop-up that features a tasting bar, photo opportunity installation and exclusive gifts with purchase
SOUTH AMERICA. Campari Group Global Travel Retail (GTR) has unveiled a 360° omnichannel campaign for Aperol, in partnership with Avolta and Airports of Uruguay.
The takeover at Punta del Este International Airport integrates immersive in-store experiences, digital touchpoints and tailored consumer engagement, positioning Aperol Spritz as ‘the perfect cocktail of the summer’. It marks Aperol’s largest and most expansive activation in the region to date.
This large-scale initiative is part of a three-month regional campaign in South America, including major airports such as Montevideo (Uruguay), Ezeiza and Aeroparque (Buenos Aires) as well as Iguazu duty-free border shops (Misiones, Argentina) and London Supply.
Timed to capitalise on the high-traffic summer season, the campaign was designed to boost brand awareness and drive trial through engaging sampling experiences.
Aperol’s 13m-high branded display on the control tower at Punta del Este underlines the power of OOH media in driving awareness
Punta del Este International Airport serves as the centrepiece of this activation, delivering a seamless brand experience across both commercial and private terminals. Through a high-impact, multi-touchpoint strategy, the campaign features bold media placements, interactive branded pop-ups and premium pre- and post-flight experiences.
Immersive Aperol experiences at Punta del Este
Aperol is immediately visible at Punta del Este International, thanks to a striking 13m-high display on the control tower, ensuring the brand welcomes travellers the moment they arrive at the airport.
Pre-flight engagement is powered by Avolta’s digital ecosystem, leveraging newsletters, Click & Collect services and in-airport push notifications to build anticipation.
The campaign’s centrepiece is a dedicated pop-up in the commercial terminal, offering a ‘liquid to lips’ tasting bar complete with trained brand ambassadors. A ‘Good Vibes Only’ photo opportunity adds to the festive atmosphere, encouraging travellers to capture and share their Aperol moments. Branded wristbands distributed on-site further reinforce Aperol’s spirit of togetherness and enjoyment.
(Above and below) When travellers purchase two bottles of Aperol, they receive a complimentary Spritz voucher as well as an exclusive location-themed tote bag
For private jet passengers, ‘The Living Room’ Lounge provides an exclusive setting to unwind with freshly prepared Aperol Spritz cocktails in a stylish and vibrant environment.
Travellers purchasing two bottles of Aperol receive a complimentary Aperol Spritz voucher, redeemable at select terminal venues. They also receive an exclusive location-themed tote bag, adding sense of place and giving travellers a memento of their journey.
Additionally, an in-store iPad experience offers curated travel tips through the Aperol Holiday Kit, driving traffic to key holiday destinations and highlighting the best bars, sunset spots and events in Latin America. This digital interaction strengthens the link between travel retail and local experiences.
“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,” commented Avolta Commercial & Marketing Director Marcelo Rodriguez.
“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.”
Campari Group Marketing & CCM (Channel & Customer Marketing) Director of Global Travel Retail Biancamaria Sansone commented: “This takeover marks a significant step forward in expanding our presence in South America, to create meaningful connections and enriching cultural experiences.
“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.” ✈
Located at Punta del Este’s private airport, ‘The Living Room’ offers a premium space for travellers to relax and enjoy freshly prepared Aperol Spritz cocktails before their flights
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Publish date : 2025-02-12 22:32:00
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