Heinemann Australia has introduced its new EuroSummer retail programme to Sydney and Gold Coast airports. The initiative will run at the locations until the end of August.

The programme features a series of pop-ups designed to showcase a curated portfolio of fragrance, skincare, sunglasses and spirits, and aims to evoke the spirit of an escapist European summer.

Shoppers are greeted by a bold, bright colour palette, framing a vespa, lemon trees and rustic flooring finishes – all inspired by Italy’s Amalfi coast.

EuroSummer digital campaign

The activation is supported by a digital communications campaign that includes Heinemann’s web shop, social media, and electronic direct mailers.

In-store, the campaign is featured prominently on digital screens, and is complemented by a dedicated EuroSummer ambassador, to welcome shoppers and provide personalised advice and guidance.

The brands showcased include citrusy, floral and fruity fragrances from Dolce & Gabbana, Giorgio Armani and Versace, alongside ‘summery’ spirits such as Aperol, Pimm’s Cup, Grey Goose and Malfy.

Sunglasses from Gucci, Bottega Veneta, Chloe and Balenciaga also feature prominently.

“We are delighted to offer this new concept in Sydney and Gold Coast, creating our own small corner of the Mediterranean as travellers escape Australia’s winter season,” noted Heinemann Australia Managing Director George Tsoukalas.

“Our European Summer programme is our latest initiative to make the airport a destination in and of itself, by creating constantly evolving and inspiring experiences.”

Europe is one of Australia’s most popular overseas destinations, with 20% of Australian international travellers visiting in 2022. Madrid, Milan, Athens, Barcelona and Rome ranked as the most popular bookings on Australian online travel agency Webjet in the first half of last year.

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