This year’s campaign builds on the success of previous editions.

Avolta and Manchester Airports Group (MAG) have announced the return of seasonal campaign ‘Depart From The Everyday’.

Running from July through September across World Duty Free (WDF) stores at Manchester, London Stansted and East Midlands Airports, the campaign transforms shops into ‘vibrant, interactive spaces with experiences, surprises and standout moments designed to make every traveller’s journey extraordinary’, read a statement.

A full programme of experiences will come to life across the terminals over ten consecutive ‘Fabulous Fridays’ when campaign hosts will welcome travellers with passport maps to guide them through the spaces, highlighting special offers and activations in the stores.

Meanwhile, large format visual elements including oversized props and themed displays will engage customers with photo opportunities.

During the campaign, a live in-store DJ will spin tracks while visitors can explore a glitter station offering a complimentary face decoration service.

In the final three Fabulous Fridays, the glitter station will act as a sunglasses personalisation bar.

‘Next-level’ engagement

Elsewhere, the beauty zone features a ‘Charm Personalisation Bar’ for customers to create their own phone strap with beauty-inspired charms alongside sampling, mini-makeovers and services from brands including Benefit, Sol de Janeiro, Versace, Gucci and Chloé.

The liquor area features tastings from brands such as Whitley Neill, Dead Man’s Fingers, Drumshanbo Gunpowder Gin, and AU Vodka.

Travellers can also take part in Liquid Luggage, a digital cocktail-mixing game played against the clock. As a personal takeaway, customers will have the opportunity to create a luggage tag with their photo and a message.

Finally, Cadbury’s usherettes will offer samples of popular products like Dairy Milk and Miniature Heroes under the ‘Flight Bites’ concept.

Eve Fifer, Commercial Director UK at Avolta, said: “We created Depart From The Everyday to add joy to the airport journey, and this year, we’ve turned up the volume. The campaign is fully aligned with our Destination 2027 strategy and reflects our ambition to make travellers happier.

“Thanks to our valued partnership with MAG, we’ve been able to take things to the next level, with a 360° activation across our websites, Reserve & Collect service, our social media channels, and introducing high-impact visibility across the terminals both landside and airside. It’s all about creating standout moments across the entire customer journey, bringing energy, personalisation, and fun into every experience.”

Manchester Airport Retail Director Richard Jackson said: “We know how much passengers look forward to their shopping experience at the airport and that’s why it is great that the Depart From The Everyday campaign takes that to the next level during one of our busiest times of the year.

“The campaign has helped to create a real buzz in the store, enjoyed by passengers and staff alike. As part of our Manchester Airport Transformation Programme, we continue to work with our partners at Avolta to create new and fresh World Duty Free spaces, and this campaign is a fantastic example of collaboration to improve the experience for our customers. We look forward to continuing working together to bring passengers a unique experience at Manchester Airport.”

London Stansted Airport Retail Director Stephen Martin added: “At London Stansted Airport, we are committed to working with our retail partners to deliver the best possible airport retail experience for our passengers. That is why we are once again pleased to be working with Avolta and supporting their Depart From The Everyday campaign, which brings additional excitement for all those travelling throughout the summer, with fun themes and specific focus points on brands that our customers love.”

READ MORE: On Location – Avolta launches three-month long Stansted campaign