Page 71 - IAADFS World Summit 2025 Special Issue_Neat

INSIDER

Left: Aperol took over the airport control tower at Punta del Este International Airport with a 13-meter-tall, branded display.
Right: ‘The Living Room’ is a premium Aperol-enhanced space at Punta del Este’s private airport where travelers can enjoy freshly prepared Aperol Spritz
cocktails pre-flight.

Featuring a multi touchpoints GTR, Aeropuertos Argentina, Aeropuertos an interactive ‘liquid to lips’ tasting bar
approach, the campaign spans both the Uruguay and Avolta, we have presented helmed by trained brand ambassadors and
commercial and private airport spaces, a campaign that redefines the travel a “Good Vibes Only” photo opportunity
integrating media placements, immersive experience for today’s most demanding installation. Travelers can also take home
branded pop ups, and exclusive pre- and travelers. The activation has been a branded wristbands.
post-flight experiences. From visuals on milestone in how we entertain passengers, Meanwhile, at Punta del Este’s private
the airport’s control tower to the ‘Living taking over four airports, two in Buenos airport, ‘The Living Room’ Lounge offers
Room’ Lounge and in-store spaces, Aperol Aires, Montevideo and Punta del Este, a premium experience where travelers
surrounds travelers with its iconic and covering the entire passenger journey from can enjoy freshly prepared Aperol Spritz
vibrant orange hue. the moment they leave their country of cocktails while waiting for their next flight.
Biancamaria Sansone, Marketing & origin until they arrive at their destination.
CCM (Channel & Customer Marketing) It is a great example of how strategic An Immersive Aperol Experience in the
Director of Global Travel Retail at Campari alliances can transform airport spaces gateway to South America
Group, commented: “This takeover into attractive and multidimensional Travelers purchasing two bottles of
marks a significant step forward in environments that truly connect with Aperol during the activation at Punta del
expanding our presence in South America, travelers.” Este International Airport will receive a
to create meaningful connections and voucher for a complimentary Aperol Spritz,
enriching cultural experiences. Through Immersive Experiences at Punta del Este redeemable at select on-premise venues.
dynamic, multi-sensory activations, we International Airport Each purchase also includes an exclusive
invite travelers to engage with Aperol Pre-flight digital amplification, location-themed tote bag, providing a sense
meaningfully. From bold presence via powered by Avolta’s touchpoints – of place and a memento that extends the
media placements to seamless integration including newsletters, Click & Collect Aperol experience beyond the journey.
of digital and physical touchpoints, every services, and in-airport push notifications The Aperol Holiday Kit, available
element of this campaign is designed to – initiates the traveler experience at Punta via in-store iPad, enhances the travel
inspire joy and foster a connection with del Este. experience with curated tips on the best
Aperol in particular during the summer Upon arrival, Aperol’s presence is bars, sunset spots, and events across
season.” unmissable, starting with a 13-meter-tall, LATAM destinations. This interactive
Marcelo Rodriguez, Commercial branded display on the airport’s control digital tool not only engages passengers in-
& Marketing Director at Avolta, added: tower. store but also drives traffic to key holiday
“Through this first-of-its-kind activation At the commercial terminal, a pop- destinations, creating a seamless synergy
in collaboration with Campari Group up store brings the campaign to life with between travel retail and local experiences.

71 March 2025 Summit of the Americas