With strong passenger traffic expected across all locations ahead of and during the holiday season, the Joy Awaits campaign best positions teams to leverage this key retail moment.

Joy Awaits brings luxury, warmth and joy to life, inviting passengers to discover the magic of the season through gifting, festive experiences, and seamless shopping. The campaign aims to transform every touchpoint into a moment of delight, with vintage-inspired holiday props, rich foliage, and luxurious finishing touches, from oversized bows to lighting features.

The creative campaign delivers high impact through omnichannel execution.

Complimentary gift-wrapping stations feature bespoke campaign festive wrapping paper, with additional gifting solutions also available including make your own Christmas crackers (ideal for travel minis) and luxury gift boxing.

The campaign also includes a busy calendar of retailtainment, including special tastings, sampling, face painting, and even visits from the man of the moment, Santa Claus promised throughout the month at select locations.

Passengers are encouraged to “Give the gift of joy” while shopping or browsing online as the campaign is brought to life across e-commerce platforms, including specially curated gifting landing pages where passengers can shop the season’s top gift ideas.

A festive content strategy delivers “Joy Awaits” across social media channels, including Instagram and TikTok, with diverse content covering everything from seasonal recipes and cocktails to top gifting ideas across all core categories.

Instagrammable moments and convenient gifting help make airport shopping magical at Montréal Duty Free, with a Gift Box-photobooth where passengers can capture their “joy awaits” memento, as well as a dedicated ‘Gift Stop’ shop where passengers can shop the best Canadian brands and products in both pre-packed and build-your-own gift packs.

Across Portugal Duty Free locations, Joy Awaits customers from the moment they step into store, from luxurious vintage-inspired décor to engaging in-store digital media solutions that bring the campaign to life. The ‘Taste of Portugal’ pre-packed gift packs add further convenience to the gifting experience.

Cyprus Duty Free once again transform their “decompression zone” into a winter wonderland, instilling joy in the passenger journey before they even step into the store. Passengers can also enjoy signature festive cocktails and tastings at the bar as they shop premium gifts and exclusive offers.