Unifree’s campaign focuses on experience-led retail, using entertainment, seasonal storytelling and brand activations.

Unifree Duty Free has launched its summer campaign at Istanbul Airport, transforming its retail spaces with seasonal activations, live entertainment and immersive brand experiences designed to enhance the passenger journey during the peak travel season.

Running throughout the summer, the campaign combines colourful seasonal décor, experiential retail and product discovery to encourage travellers to spend more time in-store. Inspired by the theme “Summer is the feeling, enjoy it”, the activation aims to create a vibrant shopping environment reflecting both the season and the cosmopolitan character of Istanbul Airport.

Every Friday until the end of August, live DJ performances add to the atmosphere, while passengers can also take part in tasting experiences hosted by premium brand partners. These include signature cocktail sampling during the Cocktail Festival, alongside confectionery and other product tastings that allow travellers to discover new brands and flavours before their flights.

The campaign forms part of Unifree Duty Free’s continued focus on experience-led retail, using entertainment, seasonal storytelling and brand activations to strengthen engagement with international passengers.

Ceren Tonguç, Chief Commercial Officer of Unifree Duty Free, said: “Summer is one of the busiest travel periods of the year, and we want every passenger to feel the vibrant spirit of the season from the moment they enter our stores. Through colorful seasonal decorations, live DJ performances every Friday and interactive tasting experiences with our brand partners, we are creating memorable moments that go beyond shopping. Our goal is to make every visit to Unifree Duty Free an enjoyable part of the travel journey while showcasing the unique energy and hospitality of Istanbul Airport.”

Serving millions of international passengers each year, Unifree Duty Free said the campaign reinforces its strategy of using seasonal concepts and brand collaborations to position shopping as an integral part of the airport experience.

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