The Moodies
Best Multimarket Campaign
Retail Winner
Aer Rianta International – Light Up Their Christmas campaign
As part of the ARI global marketing calendar for 2020, several locations across the globe launched a holiday campaign titled ‘Light Up Their Christmas’. The goal was to drive awareness of the range of gifts and offers available through the festive period. It was also developed to work across multiple markets, taking into account the different needs of each region (both in-store and online) and being mindful of the sentiment around travel against the backdrop of the global pandemic. ARI planned to engage and inspired existing and new consumers, put a smile on guests’ faces and remind them to treat themselves and their loved ones with the many limited-edition gifting lines available.
ARI’s holiday campaign encouraged travelling shoppers to ‘light up a loved one this Christmas’ with festive gifts
The holiday campaign was integrated across all channels, including digital touchpoints in-store and in pre-travel digital communication
The key visual consisted of a vibrant ‘Rudolph Red’ to command the audience’s attention, combined with festive lights for maximum impact to add personality and texture, and enhance the product and promotional message. A key feature was the fun, friendly and welcoming tone of voice adopted. The campaign came to life downtown, across the airport campuses and in-store through a mix of formats to ensure high-impact visibility and frequency of message for increased recall. Key sites throughout the stores were identified, where ARI created memorable moments with its touchpoints, told the commercial story and encouraged passengers to interact with products safely. Staff engagement was also a core pillar of the communication plan.
The festive holiday campaign had high visibility across ARI’s retail network
In addition to offering a suite of deals and discounts, the campaign also highlighted ARI’s omnichannel services
The campaign featured prominently across ARI’s ecommerce sites, through strategically placed and rotating banners, home page domination and curated product landing pages – alongside a push campaign via social media, email and programmatic search. Results included sales outperforming passenger growth and budget in the period in Ireland; a sharp rise in ATV in Canada; strong sell-through of aged stock in Cyprus and net sales up by double digits online (all locations).
*Footnote: ARI has just released its ‘Light up their Christmas’ and ‘Light up their Holidays’ campaign for 2021. Click here for more.
The Moodie Davitt eZine The Moodies 2021
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