Travel Retail Highlights
In this section we feature a selection of the most eye-catching and creative campaigns, events and launches in the travel retail industry from recent days and weeks. We begin with Aer Rianta International’s ‘Get Runway Ready’ campaign, which highlights the retailer’s newly-launched fashion and beauty collections.
Leading travel retailer Aer Rianta International (ARI) has been focusing heavily on its mission to deliver – and promote – value to the customer across its international locations in the recovery phase. The latest big push to reinforce key communications to the traveller comes from the marketing team in the form of a global beauty and fashion campaign called ‘Get Runway Ready’. The campaign showcases ARI’s dynamic beauty, fashion and accessories offer which has just landed in-store and online. It features show-stopping visuals in pink, white and black that aim to stop passengers in their tracks. The neon lights add personality and fun to the campaign which aims to highlight the exclusivity and newness of ARI’s fashion and beauty offer. High-impact digital displays and enhanced visual merchandising amplify the campaign’s core message.
In Cyprus Duty Free, customers are invited to sample products and take selfies with the neon-framed digital mirror
Shoppers get runway ready with ARI as bold pink, black and neon digital displays draw attention to its fashion, beauty and accessories offer
Shoppers are greeted with the plane, the campaign’s key motif, accompanied by a physical vinyl and LED strip light runway, to guide customers to the beauty section, adding an experiential element to the offline and online shopping journey. ‘‘This glamorous and visually energetic campaign was a fantastic opportunity to engage with our customers and reveal the new beauty and fashion ranges that have just landed at ARI,” said Global Head of Marketing Laura Toner. “With this campaign, we wanted to stop passengers in their tracks and ignite their curiosity while educating them about the exciting new products. The marketing teams have done an incredible job of bringing it to life in-store and online, and it’s great to see our customers responding so positively to it.”
The immersive campaign features plenty of customer engagement and invites passengers to get involved and take selfies at the neon framed mirror. This also allows passengers to sample and model the products on offer. Across the beauty and fashion section, in-store displays, hanging discs, shelf strips and floor decals are strategically placed to highlight key promotional offers including travel retail exclusives, limited edition releases and savings. The campaign is already receiving positive responses. In The Loop, Dublin, shoppers purchased 50 new lines including Paco Rabanne’s travel retail-exclusive Phantom fragrance. Phantom is the brand’s first connected fragrance and can seamlessly integrate with customers’ mobile phones to unlock exclusive content.
“With this campaign, we wanted to stop passengers in their tracks and ignite their curiosity while educating them about the exciting new products. The marketing teams have done an incredible job of bringing it to life in-store and online, and it’s great to see our customers responding so positively to it.”
ARI Global Head of Marketing Laura Toner
The vegan CK Everyone fragrance, made with 79% natural-origin ingredients and packaged in recycled materials, has also proven popular with shoppers at The Loop. Cyprus Duty Free Senior Manager of Commercial and Business Development at Hermes Airports Elias Liolios said: “The campaign appeals to passengers’ senses with strong visual and scent experiences on offer from the beginning of the retail journey. “The strong marketing strategy effectively provides the right message and experience at the various steps of the passenger journey. The fresh authentic offering, updated marketing, and promotional activities, together with modern customer engagement techniques are already proving to successfully increase penetration of the shops.”
Strategically-placed signage highlights exclusive offers and promotions
The Moodie Davitt eZine Issue 303 | 17 November 2021
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