Having worked across more than 65 countries, Deymonnaz has led marketing, brand, digital and experiential strategies for some of the world’s leading airports, retailers and premium brands, ranging from flagship global hubs to regional airports.

Experienced airport and travel retail marketing executive Augusto Deymonnaz has launched Purposely, a new consulting-led airport marketing studio built specifically for airports, travel retailers and global brands operating in complex aviation environments.

Deymonnaz brings more than 20 years of global experience across airport marketing, travel retail, brand and communications to the fore.

His career spans senior leadership roles across Avolta, where he spent over a decade in global marketing positions, Qatar Duty Free and earlier international roles including Interbaires Argentina.

“The launch of Purposely also reflects a broader shift he believes the airport and travel retail industry now needs to make,” Deymonnaz exclusively told TRBusiness, about the new venture.

“For years, we have focused on campaigns, activations and traffic, but the bigger opportunity is to rethink how marketing actually works across the entire passenger journey.

“Airports are one of the most powerful commercial and brand environments in the world, yet marketing is still too often fragmented between airports, retailers, brands, digital teams and agencies.

“Purposely was created to help connect those pieces, moving the industry from isolated campaigns to coherent marketing systems that understand when passengers are receptive, what earns their attention and how that attention can ultimately translate into stronger experiences and commercial performance.

“It is challenging, but when Airports, retailers and brands work together, magic happens.”

Purposely supports airports, retailers and brands across global aviation and travel retail to improve marketing effectiveness, passenger engagement and commercial performance, by designing marketing approaches that reflect how airports actually operate.

Rather than focusing on one-off campaigns or adapting downtown retail playbooks, Purposely ‘helps organisations move from fragmented activity to coherent, scalable marketing systems aligned with passenger journeys, operational realities and commercial goals.’

Deymonnaz says the launch reflects increasing pressure across the industry as traffic recovers but spend remains flat, and ‘traditional marketing approaches underperform in airport environments’.

“Passenger behaviour has changed faster than airport marketing has,” he said. “Airports are high-pressure, high-intent environments, yet they are still treated like generic retail spaces. When marketing isn’t built for that reality, performance suffers.”

“After two decades working inside the system, I saw the same issues repeat; silos, disconnected pilots and strong ideas failing at execution. Purposely was created to bring clarity, structure and relevance to airport marketing, grounded in real operational experience., with meaning.”

Deymonnaz has lived and worked internationally across Europe, the Middle East and the Americas, and continues to work globally with airport stakeholders and brand partners.

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