ARI urges pax to ‘Get Runway Ready’ in new fashion and beauty campaign

By Luke Barras-hill |

TREX, LEPs and savings are a key component of the campaign.

Aer Rianta International (ARI) has unveiled its latest global marketing campaign: ‘Get Runway Ready’.

Arresting artwork featuring striking colour palettes of pink, star white and night black are flanked by neon bright lights designed to coax the attention of fashion- and beauty-conscious shoppers in shops and online.

The campaign’s glamorous and attention-grabbing visual merchandising is designed to amplify core messages around value, exclusivity and newness while driving sales, says ARI.

An image of an airline against the backdrop of a runway embellished with vinyl and LED strip lights is used as the prominent creative asset to guide customers through the beauty section.

Laura Toner, Global Head of Marketing, ARI: “With this campaign, we wanted to stop passengers in their tracks and ignite their curiosity while educating them about the exciting new products.”

HUGE DEMAND AT DUB

Travellers can get involved by taking ‘selfies’ and testing products at the neon-framed mirror embossed with pink LED lights.

Meanwhile, in-store display screens, hanging discs, shelf strips and floor decals complement the campaign, which flags key promotional offers such as travel retail exclusives and limited edition products.

At ARI’s The Loop store at Dublin Airport (DUB), passengers have availed of more than 50 new lines, including the TREX Phantom by Paco Rabanne.

The 150ml refillable bottle is made from responsibly and ethically sourced ingredients.

In addition, CK Everyone is a clean, vegan, and environmentally conscious fragrance infused with 79% naturally derived ingredients with the bottle packaging created from recycled materials.

Laura Toner, Global Head of Marketing, ARI, commented: “This glamorous and visually energetic campaign was a fantastic opportunity to engage with our customers and reveal the new beauty and fashion ranges that have just landed at ARI.

“With this campaign, we wanted to stop passengers in their tracks and ignite their curiosity while educating them about the exciting new products.

“The marketing teams have done an incredible job of bringing it to life in-store and online, and it’s great to see our customers responding so positively to it.”

Travellers at The Loop, Dublin Airport have availed of more than 50 new product lines, including Paco Rabanne’s travel retail exclusive Phantom. Get Runway Ready promotes new beauty, fashion and accessories ranges.

Commenting on the success of the campaign in Cyprus Duty Free, Elias Liolios, Senior Manager of Commercial and Business Development at Hermes Airports, added: “The campaign appeals to passengers’ senses with strong visual and scent experiences on offer from the beginning of the retail journey.

“The strong marketing strategy effectively provides the right message and experience at the various steps of the passenger journey. The fresh authentic offering, updated marketing, and promotional activities, together with modern customer engagement techniques are already proving to successfully increase penetration of the shops.”

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