Aer Rianta launches ‘Little Changes, Big Difference’ global campaign

By Charlotte Turner |

Aer Rianta International (ARI) is encouraging passengers to make more environmentally and socially conscious purchase decisions, with its new global marketing campaign, Little Changes, Big Difference.

 

Tracy Ross, ARIME’s Projects & Design Manager and Sustainability Champion addressed members of the travel retail industry at this week’s TR Sustainability Week during the ‘Green Design: From ‘The Perfect Store’ to ‘The Purpose Store’ session on Tuesday 19 April. Click here to watch the session now.

 

Nuno do Amaral, Chief Operations & Business Development Officer for Aer Rianta International, and Board member of APTRA, will deliver some breaking news during the ‘Green influencers part 1: Combining People, Planet and Purpose’ session tomorrow to coincide with Earth Day. Click here to register for TR Sustainability Week and watch all of the session so far on demand, free of charge.

 

With its new global campaign, ARI said it is using clear, simple messaging to spotlight products and brands with sustainable USPs removing the mystery from sustainable shopping and helping to guide the customer on their purchasing journey.

 

Launching ahead of World Earth Day 2022 across its global network, the Little Changes, Big Difference campaign is an integral part of ARI’s Environmental, Social and Governance (ESG) five-year strategy.

 

Examples of clear, simple messaging from ARI in its Little Changes, Big Difference global campaign at Dublin Airport.

Examples of clear, simple messaging from ARI in its Little Changes, Big Difference global campaign at Dublin Airport.

 

“Little Changes, Big Difference realises this corporate strategy to the everyday travel retail customer in a way that is fun, interactive and adds value to their retail experience,” said ARI.

 

 

Nuno Amaral, ARI’s Chief Operations and Business Development Officer commented: “At ARI we are committed to conducting our business in a socially, ethically and environmentally responsible manner for our customers, partners and team.

 

FROM THE BOARDROOM TO THE RETAIL ENVIRONMENT

“We have ambitious undertakings as part of our ESG strategy – including eliminating single-use plastics from ARI’s retail and office operations by the end of 2023 – and innovative marketing campaigns like Little Changes, Big Difference allows us to bring these commitments from the boardroom to the retail environment.”

 

The Loop Duty Free Int. MONTREAL- LCBD - in-store display 1

The Loop Duty Free display at Montreal Airport. 

Among the key areas incorporated by the Little Changes, Big Difference include: Certified Goodness – better for you, forest friendly and guaranteed greatness; Sustainability – sustainable cocoa, recyclable packaging and locally sourced; Dietary Preferences – organic, vegan friendly and meat-free; Free From – sugar free, alcohol free and dairy free.

 

This omnichannel campaign will engage customers across all available touchpoints, including in-store, on ARI’s ecommerce platforms and on social media.

 

In-store, brands and products will be highlighted on high impact promotional sites and gondolas, with prominent, colourful signage to highlight sustainable attributes; digital screens will engage customers with animated content to explain the Little Changes, Big Difference campaign as well as spotlighting key products and special offers; and point of sale displays will themselves be built using sustainable materials.

 

TRANSPARENT MARKETING

Online, directional banners and a new bespoke campaign landing page allow shoppers to easily navigate their journey based on their individual preferences.

 

Products can be filtered according to their sustainability claims, from “locally sourced” to “vegan friendly” to “refillable packaging”, giving the customer clear knowledge to make informed choices.

 

Laura Toner, Global Head of Marketing, ARI.

Laura Toner, Global Head of Marketing, ARI.

Pre-travel, passengers will also be engaged through paid social, and the use of QR codes throughout customer touchpoints makes for a truly integrated omnichannel experience.

 

Laura Toner, Global Head of Marketing, ARI (right) commented: “We understand that customers want to make more environmentally conscious shopping decisions but at times may feel confused or overwhelmed.

 

“Our Little Changes, Big Difference campaign is giving a voice to the products that are best for everyone, from healthier food and beverage choices to sustainable packaging to ethical sourcing. We are offering our customers more power when it comes to conscious shopping through our clever use of creative messaging and storytelling.”

 

Some of the initiatives currently underway across ARI’s global estate as part of the broader ESG strategy include the introduction of new carrier bags made from 100% recycled plastic are now used across all of ARI’s travel retail outlets.

 

These bags are both reusable and recyclable and offer all customers a more sustainable solution without compromising on quality and structural integrity.

 

In New Zealand, reusable cable ties for Shop and Collect parcels have been in place since February 2022 and customers are encouraged to purchase re-usable drinking bottles when availing of the complimentary drinking water and in Cyprus, sustainable gondolas are used for display and are made with 100% recovered wood from waste.

 

To find out more about ARI’s initiatives, see the company’s website, here.

 

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