Editor’s choice III
Avolta brings ‘Depart from the Everyday’ to UK airports
Avolta has brought back its ‘Depart from the Everyday’ seasonal campaign in partnership with Manchester Airports Group. The initiative is running through this month across World Duty Free stores at Manchester, London Stansted and East Midlands airports.
The stores feature interactive touchpoints, themed displays and surprises tailored for the passenger journey. At the heart of the campaign are ten consecutive ‘Fabulous Fridays’, when the full programme of experiences comes to life across terminals.
On these days, campaign ambassadors welcome travellers with ‘passport’ maps to guide them through the experience, highlighting special offers and activations throughout the store.
Large-format visual elements such as oversized props and themed displays double as photo opportunities for passengers. Throughout the campaign, an in-store DJ is playing live music, and travellers can visit a glitter station for complimentary face decoration.
Vibrant OOH media drive traffic through summer-inspired slogans and visuals
The campaign comes alive each Fabulous Friday, offering hands-on activities for travellers
Across categories, World Duty Free brands are participating in the promotion with immersive experiences that cater to all five senses
Destination fabulous
On the last three Fabulous Fridays, the glitter station will become a sunglasses personalisation bar, where travellers can have their cases decorated with hand-drawn illustrations.
The beauty zone includes a Charm Personalisation Bar, where customers can create their own phone strap with beauty-themed charms. The area also offers product sampling, mini-makeovers and services from brands such as Benefit, Sol de Janeiro, Versace, Gucci and Chloé.
The liquor area includes tastings from brands such as Whitley Neill, Dead Man’s Fingers, Drumshanbo Gunpowder Gin and Au Vodka. Travellers can also try Liquid Luggage, a timed digital cocktail-mixing game, and create a personalised luggage tag with their photo and a message.
Additionally, Cadbury’s renowned Usherettes return to the store, offering samples of products such as Dairy Milk and Miniature Heroes under the ‘Flight Bites’ concept.
Avolta Commercial Director UK Eve Fifer said, “We created ‘Depart from the Everyday’ to add joy to the airport journey, and this year we’ve turned up the volume. The campaign is fully aligned with our Destination 2027 strategy and reflects our ambition to make travellers happier.
“Thanks to our valued partnership with MAG, we’ve been able to take things to the next level with a 360-degree activation across our websites, Reserve & Collect service, our social media channels, and introducing high-impact visibility across the terminals both landside and airside.”
Creating retail buzz
Manchester Airport Retail Director Richard Jackson commented, “We know how much passengers look forward to their shopping experience at the airport and that’s why it is great that the ‘Depart from the Everyday’ campaign takes that to the next level during one of our busiest times of the year.
“The campaign has helped to create a real buzz in the store, enjoyed by passengers and staff alike. As part of our Manchester Airport Transformation Programme, we continue to work with our partners at Avolta to create new and fresh World Duty Free spaces.
“This campaign is a fantastic example of collaboration to improve the experience for our customers. We look forward to continuing working together to bring passengers a unique experience at Manchester Airport.”
London Stansted Airport Retail Director Stephen Martin added, “At London Stansted Airport, we are committed to working with our retail partners to deliver the best possible airport retail experience for our passengers.
“That is why we are once again pleased to be working with Avolta and supporting their ‘Depart from the Everyday’ campaign, which brings additional excitement for all those travelling throughout the summer, with fun themes and specific focus points on brands that our customers love.”
“It’s all about creating standout moments across the customer journey, bringing energy, personalisation and fun into every experience” – Avolta Commercial Director UK Eve Fifer
The ‘Depart from the Everyday’ campaign brings energy and creativity to airport shopping with bold visuals and colourful props
Comment: What sets this initiative apart is not just the scale of activation, but how it leans into interaction, personalisation and shareability – three levers that resonate with today’s travellers. From live DJs to customisable accessories, the experiences go beyond product sampling and discounts.
The integration across digital channels and Reserve & Collect is a reminder that airport shopping today sits within a broader ecosystem that starts before departure. As Fifer remarked, “It’s all about creating standout moments across the customer journey, bringing energy, personalisation and fun into every experience.”
Avolta remains market leader in our annual guide to the world’s Top Travel Retailers measured by 2024 sales. Click here to read the full rankings in the July/August 2025 edition of The Moodie Davitt Magazine.
Partner’s message
Partner’s message
The Moodie Davitt eZine
Issue 346 | 17 September 2025
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