February 16 2024  |  Spirits & Tobacco

Serve Up Summer: Campari Group unveils eye-catching Aperol campaign

By Laura Shirk

Aperol's tennis-themed campaign claims center court at Sydney International Airport Arrivals

Campari Global Travel Retail, in collaboration with selected leading travel retailers, has unveiled an extensive Aperol amplification campaign in global travel retail.

Complementing the newly launched Aperol experiential pop-up at Melbourne Airport, this expansive activation includes over ten retail spaces in Australia and New Zealand, signifying an increase in delivering Aperol’s iconic Italian aperitif experience in the region. The campaign started in January, to coincide with the Australian Open and will run throughout February, commemorating Aperol’s renewed role as the Official Aperitif of the annual tennis tournament.

Retail spaces at airports in Auckland, Brisbane, Gold Coast, Melbourne and Sydney capture Aperol’s take on Italian aperitivo culture and tennis. In collaboration with leading travel retailers Lotte Duty Free, Heinemann Australia and LagardereAWPL, the airports feature thematic pillars and high-profile activation zones.

Dressed in signature orange, the spaces highlight the partnership between Aperol and the Australian Open, with the tennis tournament’s iconic blue courts, redesigned director-style seating and exclusive Aperol x Australian Open branded tennis balls and racquets for engaging photo opportunities.

Brand ambassadors are on-stand to ensure traveling consumers enjoy an Aperol aperitivo experience

Tasting bars are also included, inviting consumers to enjoy cocktails served by brand ambassadors and gift-with-purchase offers. Travelers can redeem an exclusive Aperol-branded tennis visor on purchase of two Aperol bottles or a bipack across key travel retail locations in Australia and New Zealand throughout the campaign.

Marco Cavagnera, Managing Director Global Travel Retail at Campari Group, said, “These diverse new retail spaces mark a celebratory moment as we launch Aperol's most ambitious amplification campaign in global travel retail. Set against the backdrop of the lively Australian summer, the openings encapsulate Aperol’s vivid spirit by blending the Italian aperitivo moment with the joys of season and the thrill of sport.

“Beyond elevating Aperol’s profile in global travel retail, we are setting a stage for continuous growth and innovation in the Asia Pacific region. I eagerly anticipate the impact of Aperol’s vibrant presence as we forge ahead in connecting travelers with a world of valuable cultural experiences – a hallmark of Campari Group brands.”

In November 2023, Tennis Australia announced a new four-year agreement with Campari Australia, commencing in 2024. This partnership designates Aperol as the Official Aperi5f for several high-profile tennis events, including the Australian Open, United Cup, Brisbane International, Adelaide International, and Hobart International. At the Australian Open, the Terrazza Aperol on Grand Slam Oval was a focal point of enjoyment for tennis enthusiasts. Boasting a bespoke 15m-long bar, bean bags, lounges and an elevated cabana experience, the Terrazza Aperol invited fans to unwind with a refreshing Aperol Spritz while viewing live broadcasts of the center court action.

Campari Global Travel Retail said the setting “not only exemplified the essence of summer and the tournament’s vibrant energy, but also highlighted Aperol's dedication to infusing its lively and sociable spirit into the heart of sporting festivities”.

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