Campari Group-owned Aperol is celebrating the success of its omnichannel activation and content programme that ran across 17 European holiday airports this summer.
The Aperol European Travel Journey Omnichannel Campaign targeted leisure travellers and picked up two awards at TFWA World Exhibition.
Both DFNI Frontier and Drinks International recognised the activity, which championed Aperol and its hero serve, the Aperol Spritz.
Running for its second year, the campaign targeted passengers on board some easyJet flights as well as across in-airport locations.
Airports included Manchester, Frankfurt, Amsterdam, Paris Charles De Gaulle, Barcelona, Milan Malpensa, Rome Fiumicino and Venice.
Passengers were served creative, location-based content at four key touchpoints: pre-booking and pre-flight, at the airport, on board, and at their final destination.
Bespoke digital content on social media and across easyJet’s site encouraged travellers to reserve their bottle of Aperol or the Aperol Spritz Perfect Kit online.
They could then collect it using the airports’ own click and collect services.
Once at the airport, passengers were channelled towards consumer engagement activities, including a selfie booth for their ‘first holiday picture’.
A digital holiday kit provided suggestions for their travels, while brand ambassadors were on-hand to serve Aperol Spritzes.
In total, over 15,000 samples were given out over the June to September peak holiday season.
According to Campari Group, sales of Aperol saw double digit increased over the period compared to pre-pandemic levels.
Onboard select easyJet flights, Aperol Spritz was offered on the airlines online and offline menus.
Aperol: Creating an ‘orange wave’
One of Aperol’s most impactful destinations in the campaign was Venice, the hometown of the Terrazza Aperol and of the Aperol Spritz tradition.
The activation created an “orange wave”, with major digital and media investment in Departures and Arrivals.
Aperol Holiday Digital Kits were available, as were Aperol Spritz Perfect Kits, which allowed travellers to replicate the recipe once back home.
“We are very proud that our ‘Aperol: Targeting the European Leisure Travellers’ summer campaign has been recognised by these two prestigious award competitions, but this is only the start of the journey we have planned for Aperol in years to come.” said Biancamaria Sansone, GSTR Marketing and CCM Director at Campari Group.
Last month, Campari Group unveiled its new brand identity and bottle redesign for its flagship Campari product.