Digital discovery meets personalised experiences at the Aperol summer activation at Rome Fiumicino Airport. 

Campari Group Global Travel Retail (GTR) has teamed up with Lagardère Travel Retail to unveil an immersive Aperol summer activation at Rome Fiumicino Airport (Terminal 1 – Store FCO25).

The new vibrant space marks what the brand describes as ‘one if its most impactful travel retail showcases’ to date of its new global campaign and refreshed visual identity.

Running from 23 July to 25 August 2025, the activation builds on the momentum of Aperol GTR’s Travel Journey campaign, which is now in its fourth year.

Last year, the programme reached over 51 million travellers across 19 airports and delivered 30 high-impact activations throughout Europe.

For 2025, the campaign is being further enhanced with new touchpoints inspired by evolving traveller expectations around personalisation, value and gifting.

Naturally, these factors underpin the design of the Rome activation, with has been crafted to attract footfall and encourage impulse purchases.

It prominently features Aperol’s refreshed brand visual identity, which is said to reflect the warmth and spontaneity of the brand through vibrant orange tones, Venetian-inspired design cues and immersive storytelling.

Aperol’s vibrant new global campaign at Rome Fiumicino Airport brought a bold celebration of summer to the hub with tastings, gifting and personalised experiences.

The activation also marks the broader roll-out of Aperol’s new global campaign, ‘L’unico. Per Tutti.’, across major European holiday hubs including Düsseldorf, Milan Malpensa, Naples, Palma, Stansted and Venice.

This highlights the central role of Aperol in Italian Aperitivo culture and as a definitive ingredient of the famous Aperol Spritz.

Left and middle: The Aperol Personalisation Bar. Right: The E-Postcard Booth. 

“The activation in Rome represents a strategic milestone for Aperol as we introduce its new global campaign and refreshed visual identity in travel retail,” said Biancamaria Sansone, Campari Group Global Travel Retail Marketing and Channel and Customer Marketing Director.

“By featuring the brand in such a high-profile location, we are strengthening equity and creating a seamless link across pre-trip inspiration, in-store engagement, and post-travel discovery that is connected by the summer campaign.

“At the heart of ‘L’unico. Per Tutti.’ [The one. For all.] is a universal message that reinforces Aperol’s role at the centre of social moments everywhere.

“As we kick off the summer season, the essence of the campaign feels even more meaningful, and we look forward to engaging travellers seeking discovery on their travels with the golden-hour magic of the Aperol Aperitivo hour.”

The Rome activation offers personalised experiences for travellers – from brand ambassador-led tastings and an interactive e-postcard booth to a personalisation bar, where guests could customise their own Aperol glass when purchasing two bottles.

The Rome activation is anchored in a 360-degree omnichannel Travel Journey campaign. Chiefly, a full-funnel digital strategy helped to build anticipation through social media and Google search, delivering tailored content and destination inspiration to travellers as they planned their trips.

Once at the terminal, travellers can enjoy hands-on experiences such as the Personalisation Bar, where they can customise Aperol glassware on-site with a name, the Aperol logo, or a destination icon, creating a bespoke keepsake or gift that’s available only in travel retail.

Meanwhile, at the E-Postcard Booth, travellers can capture a photo and instantly send it to friends and family, selecting their current or next destination as a backdrop.

Finally, visitors could sip an Aperol Spritz, with trained brand ambassadors on hand to share the craft behind the perfect serve.

To broaden reach and help drive authentic engagement, Aperol partnered with select travel influencers from 24 to 26 July to co-create the #AperolTravelGuide – a GTR-exclusive content series inspired by organic, trending social media formats.

Curated to help travellers experience Rome, the guide spotlighted the city’s most memorable Aperitivo spots to enjoy an Aperol Spritz, picturesque sunset viewpoints, and hidden gems beyond the usual tourist trail.

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