The Moodies – Brand Campaign
Best Campaign – Brand
Winner
Campari Group Global Travel Retail – Serve Up Summer: An Aperol x Australian Open Campaign
Campari Group Global Travel Retail and Lotte Duty Free launched ‘Serve Up Summer’, Aperol’s first experiential shop-in-shop in travel retail, at Melbourne Airport in January 2024. The 55sq m space marked Aperol’s renewed partnership as the Official Aperitif of the Australian Open.
Targeting social and leisure travellers, the activation featured tennis court-inspired visuals, a digital sunset photo area and tastings led by brand ambassadors. A digital trivia game gave shoppers an opportunity to win tickets to the 2025 Australian Open finals, while branded gifts with purchase encouraged conversions.
The campaign was extended to ten retail spaces across Australia and New Zealand. This included unveiling of thematic pillars and high-profile activations at Auckland, Brisbane, Gold Coast, Melbourne and Sydney airports in partnership with Lotte Duty Free, Heinemann Australia and Lagardère AWPL.
Serve Up Summer reached an estimated 8 million travellers, with over 4,500 Aperol Spritzes served at the pop-up in line with Campari’s ‘liquid to lips’ strategy. The campaign integrated tennis culture with the brand’s Italian aperitivo heritage, generating strong traveller engagement and commercial success.
What the judges said:
“Super impressive animation, the sunset ‘Aperol’ colour looked amazing in the setup, the affiliation with AO is such a brilliant idea.”
“The bundle pack offer to make a best served Aperol Spritz is a good way to up the ticket value and prompt spending for those who want to replicate the special memory from an Aussie summer trip.”
Highly Commended
L’Oréal Travel Retail Asia Pacific – Maison Margiela Summer Takeover in Hainan
Maison Margiela Fragrances, part of L’Oréal Groupe, partnered with China Duty Free Group for an airport-inspired activation at the cdf Sanya International Duty Free Shopping Complex in Hainan. Running throughout June 2024, the main pop-up in Global Beauty Plaza (Block C) and outpost in Block A highlighted the Replica fragrance collection. Visitors began their journey with personalised boarding passes and complimentary coffee while exploring the connection between scent and memory. The campaign drove both online and offline engagement, achieving 12 million impressions across socials while boosting traffic by +10% through its dual-location setup.
The immersive setup evoked Aperol’s tennis universe with director-style seating and Australian Open-branded tennis balls and racquets
Partner’s message
Partner’s message
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com