ARI introduces ‘Your Best Summer’ global marketing campaign
After two years of lockdowns, cancelled trips and rescheduled plans, Aer Rianta International (ARI) is helping passengers to make the most of Summer 2022 with the new Your Best Summer global marketing campaign. This latest omnichannel campaign is now live across the ARI estate, helping to inject the fun and excitement back into the travel retail experience.
Strong global creative has been adapted by local markets to create their own unique summer activations both in-store and online. ARI’s global to local marketing strategy involves close collaboration between its central and local marketing teams, delivering innovative, superior quality campaigns across the ARI estate.
The new campaign creative is vibrant, fun, exciting and inspiring – everything Your Best Summer should be. Bold colour palettes encapsulate the excitement and anticipation of summer travel, bringing a new energy to the shopping experience and providing visually stimulating platforms to communicate key messaging to customers. Playful characters have also been utilised to add further fun the creative assets.
Category-specific taglines coupled with decisive value-led messaging is used to engage customers and drive sales both on- and offline.
From a live cellist in Bahrain Duty Free to sipping on Baileys Pina Colada at The Loop Duty Free Montréal or Dublin, passengers can find excitement at every turn. In-store theatre has been utilised across the ARI estate to help create special memories as passengers travel through each store, and to further enhance ARI’s signature sense of place.
Your Best Summer has been brought to life online through ARI’s eCommerce platforms, email marketing, digital advertising and through social media, engaging passengers pre-travel to drive awareness to support in-store sales and to drive online conversion.
Global Head of Marketing, Laura Toner commented: “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. 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.”