Campari Group-owned Aperol is celebrating the success of its omnichannel activation and content material programme that ran throughout 17 European vacation airports this summer time.

The Aperol European Journey Journey Omnichannel Marketing campaign focused leisure travellers and picked up two awards at TFWA World Exhibition.

Each DFNI Frontier and Drinks Worldwide recognised the exercise, which championed Aperol and its hero serve, the Aperol Spritz. 

Working for its second 12 months, the marketing campaign focused passengers on board some easyJet flights in addition to throughout in-airport places. 

Airports included Manchester, Frankfurt, Amsterdam, Paris Charles De Gaulle, Barcelona, Milan Malpensa, Rome Fiumicino and Venice.

Passengers have been served artistic, location-based content material at 4 key touchpoints: pre-booking and pre-flight, on the airport, on board, and at their last vacation spot. 

Bespoke digital content material on social media and throughout easyJet’s website inspired travellers to order their bottle of Aperol or the Aperol Spritz Excellent Package on-line. 

They might then gather it utilizing the airports’ personal click on and gather providers. 

As soon as on the airport, passengers have been channelled in direction of shopper engagement actions, together with a selfie sales space for his or her ‘first vacation image’.

A digital vacation equipment supplied solutions for his or her travels, whereas model ambassadors have been on-hand to serve Aperol Spritzes. 

In whole, over 15,000 samples got out over the June to September peak vacation season. 

In keeping with Campari Group, gross sales of Aperol noticed double digit elevated over the interval in comparison with pre-pandemic ranges.  

Onboard choose easyJet flights, Aperol Spritz was supplied on the airways on-line and offline menus. 

Aperol: Creating an ‘orange wave’

One among Aperol’s most impactful locations within the marketing campaign was Venice, the hometown of the Terrazza Aperol and of the Aperol Spritz custom.

The activation created an “orange wave”, with main digital and media funding in Departures and Arrivals.

The Aperol activation noticed a double-digit uplift on 2019 ranges. 

Aperol Vacation Digital Kits have been out there, as have been Aperol Spritz Excellent Kits, which allowed travellers to copy the recipe as soon as again residence. 

“We’re very proud that our ‘Aperol: Focusing on the European Leisure Travellers’ summer time marketing campaign has been recognised by these two prestigious award competitions, however that is solely the beginning of the journey now we have deliberate for Aperol in years to come back.” mentioned Biancamaria Sansone, GSTR Advertising and marketing and CCM Director at Campari Group. 

Final month, Campari Group unveiled its new model id and bottle redesign for its flagship Campari product.