Celebrating Love in ARI

Global

Celebrating Love in ARI

16 Feb 2026

While Joy is a constant across ARI’s Global Estate, another feeling has been present in anticipation of Valentine’s Day in Muscat Duty Free, Abu Dhabi Duty Free, Dublin Airport Duty Free and Cyprus Duty Free- Love is in the air at ARI!

Valentine’s Day is another chance to showcase what ARI’s global teams do best, bringing Joy to the passenger journey. Each local team have captivated passengers, brought the calendar event to life and delivered a unique passenger experience to those travelling during Valentine’s Day.

From red roses and heart-shaped cookies in Abu Dhabi to a live candlelit pianist in Muscat, passengers were reminded of the special someone in their lives. Gifting was at the forefront of each activation, with savings and value highlighted.

Gondolas in-store were decorated with eye-catching messaging displaying a range of offers and highlighted top picks for Valentine’s gifts; with sections both “for Him” and “for Her”, something to inspire every passenger passing through.

Abu Dhabi Duty Free offered passengers the chance to win further discounts and a complimentary gift box following a spend of AED950, with prizes ranging from beauty samples to vouchers, and even premium beauty gifts.
A live pianist serenaded passengers in Muscat, while personalised engraving services across P&C offered a last-minute gifting option. A heart-shaped backdrop for passenger photographs took centre stage, decorated with pink flowers and the slogan “Love from Muscat Duty Free”.
Passengers in Montréal Duty Free had the opportunity to pose with their Jetty space setup, featuring a garden bench encompassed in a big heart. A live Mariachi band provided further entertainment, while staff in Montréal took part in a Valentine’s outfit contest to add to the joyful atmosphere.
Dublin Airport Duty Free celebrated Valentine’s Day with complimentary calligraphy and product engraving in-store, alongside tastings across confectionary and liquor. Exclusive beauty deals and brand gifts across select lines gave further incentive to splurge, with gifting to the forefront of every passenger’s mind.
Cyprus Duty Free’s Wall of Love gave passengers a chance to spread the message of what love means to them, with encouragement to spread their message on social media and tag @cyprusdutyfree. Gifting ideas were highlighted throughout the store, while chocolates were handed out to passengers across Friday and Saturday.

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.

Sarah Jane Lynch

ARI Global Head of Marketing