ARI’s Your Best Summer campaign aims to put ‘fun and excitement’ back into TR

By Faye Bartle |

Aer Rianta International's Your Best Summer campaign 2022.

Aer Rianta International’s Your Best Summer campaign 2022 at Lisbon Duty Free.

Tapping into the appetite for summer travel, following lockdowns, cancelled trips and rescheduled plans, Aer Rianta International (ARI) is inspiring passengers to make the most of the season with its Your Best Summer global marketing campaign.

The omnichannel campaign has been designed to ‘put the fun and excitement back into the travel retail experience’ and is now live across the ARI estate.

“We endeavour to make global experiences local – creating flexible global campaigns that deliver brand consistency across our locations, while at the same time allowing individual teams to adapt for impact in their local markets,” said Global Head of Marketing, Laura Toner.

“Our omnichannel approach aims to add excitement at every touchpoint along the customer journey – from the pre-travel countdown to the thrill of walking towards the departure gate as they embark on their trip.

“We are just as excited as passengers to see a return to summer travel, and we are confident that the Your Best Summer campaign will add even more joy to their experience.”

Aer Rianta International's Your Best Summer campaign 2022.

Aer Rianta International’s Your Best Summer campaign 2022 atLisbon Duty Free.

The global creative has been adapted by local markets, underscoring ARI’s collaborative local to global marketing strategy and giving rise to original activations at each location.

The vibrant new campaign creative aims to be ‘fun, exciting and inspiring’ and ‘everything Your Best Summer should be’.

Aer Rianta International's Your Best Summer campaign 2022.

Aer Rianta International’s Your Best Summer campaign 2022 at The Loop Duty Free Dublin.

Bold colour palettes and playful characters create an energetic and exciting look and feel and provide a stimulating backdrop for the key messages – category-specific taglines teamed with decisive, value-led messaging– to be communicated.

Watch the video below to see the digital screens at Bahrain Duty Free.

In-store theatre, such as a live cellist in Bahrain Duty Free to sipping on Baileys Pina Colada at The Loop Duty Free Montréal or Dublin, helps to create a sense of place.

The Your Best Summer campaign is running online through ARI’s e-commerce platforms, email marketing, digital advertising and through social media in order to engage passengers and drive awareness before they travel, support in-store sales and to drive online conversion.

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