Cyprus Duty Free introduced a “Wall of Love” installation.

Aer Rianta International (ARI) has leveraged its ‘Joy On Your Way’ global brand expression to deliver a coordinated Valentine’s Day campaign across its international travel retail estate.

Harnessing immersive in-store theatre, value-led propositions and premium services, ARI translated the platform into locally resonant executions that inspired gifting, strengthened emotional connection, and delivered measurable commercial impact.

Muscat Duty Free placed experiential theatre at the centre of its activation, using a live candlelit pianist, complemented by personalised engraving services across its fragrances and cosmetics offer.

A floral heart installation with the message “Love from Muscat Duty Free” provided a strong visual focal point and social sharing opportunity.

In North America, Montréal Duty Free delivered a high energy celebration featuring a live Mariachi band, and a Valentine’s photo installation within its Jetty space, to encourage dwell time. Montréal staff also took part in a Valentine’s Day outfit contest.

At Abu Dhabi Duty Free, passengers were incentivised through a spend mechanic, receiving complimentary gift boxes and the opportunity to win additional discounts on purchases above AED950 (US$259). Prizes ranged from beauty samples to premium branded gifts, supporting both category penetration and premiumisation.

The Valentine’s Day celebrations in Montréal Duty Free featured a live Mariachi band.

At Dublin Airport Duty Free, the focus was on premium gifting and added value services. Complimentary calligraphy and product engraving were offered in-store, alongside confectionery and liquor tastings. Exclusive beauty promotions and brand-led GWPs further supported conversion.

Cyprus Duty Free introduced a “Wall of Love” installation, encouraging passengers to share personalised messages both in-store and via social media by tagging @cyprusdutyfree. This activation blended physical in-store interaction with digital amplification, supported by prominent gifting displays and confectionery sampling across the Valentine’s Day weekend.

Muscat Duty Free offered passengers personalised engraving services across its fragrances and cosmetics offer.

ARI Head of Marketing Sarah Jane Lynch commented: “Global celebrations give our teams the opportunity to execute activations that feel locally authentic while aligning to a unified ARI campaign framework. Valentine’s Day allows us to create emotional connections with passengers while driving strong gifting performance across beauty, confectionery, and liquor.

“Across our estate, our teams once again demonstrated how experiential retail, value messaging and premium services can combine to deliver both joy and commercial impact.”

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