“A cinematic gateway”: Campari celebrates Cannes Film Festival partnership
Upon arrival at Nice Airport, travelers embark on a cinematic journey created by Campari
Campari Group Global Travel Retail (GTR) has unveiled an immersive, bespoke journey at Nice International Airport as the global film community gathers for the 77th Festival de Cannes, one of the world's most anticipated and watched film festivals, held from May 14 to 25.
For the third consecutive year, Campari – the Milanese aperitivo renowned for its longstanding connection to cinema – is present again as the event’s Official Partner. As part of this prestigious partnership, Campari is hosting a series of exclusive events and activations in Cannes, including the coveted Campari Lounge, which serves as a hub for filmmakers and celebrities.
With substantial media investment targeting almost one million travelers (as estimated by Paxsmart, May 2024), the Campari GTR team is amplifying the festival experience with premium visibility from the first touchpoint at Nice Airport.
Biancamaria Sansone, Marketing & CCM (Channel & Customer Marketing) Director of Global Travel Retail at Campari Group, commented: "Campari has long been associated with the worlds of arts and the cinema. The Festival de Cannes is a wonderful opportunity to engage with travelers, heightening their awareness and connection to the event from the moment they arrive at the airport. This year's activations at Nice Airport are designed to transform the travel experience into an immersive extension of the festival itself."
Upon arrival at Nice Airport, travelers embark on a cinematic journey created by Campari, beginning with over 50 media banners, strategically positioned in Terminal 1 and Terminal 2. These vibrant displays set the tone for a dynamic festival experience, seamlessly bridging local and global narratives. Campari invites travelers to discover more about local initiatives via digital consumer engagement through a QR code which provides access to a curated bar map featuring Campari’s activated venues. The innovative approach exemplifies Campari's commitment to integrating digital enhancements with traditional hospitality.
Travelers are invited to sample a Campari Negroni crafted by trained bartenders
In addition, Campari has reimagined Departures at Nice Airport Terminal 1 with a ‘Last Red Carpet’ experience before flying out, featuring visually striking creativities that mirror the climactic close of the festival. Travelers can capture pictures while walking through the farewell tunnel, providing a memorable conclusion to their festival experience. The red carpet also leads to the Lagardère Travel Retail in-store activation, serving as a portal to an immersive retail experience.
At the heart of Terminal 1 Departures, Campari’s in-store activation within the Lagardère Duty Free shop offers unique engagement. Here, travelers are invited to sample a Campari Negroni crafted by trained bartenders, complemented by the opportunity to take home a signature Campari Negroni glass with every bottle purchase. To enhance the premium visibility, a limited-edition Campari Film Festive 3-liter bottle dedicated to the festival is also on display.
Campari's presence extends beyond media spaces and in-store activation to Lagardère Foodservice concepts, strengthening the connection with on-trade outlets within the airport. This creates a festival atmosphere during moments of conviviality, allowing travelers to enjoy the Campari experience at various bars and eateries.
Victoire Gueugnier, Director Merchant Beverage (Duty Free) at Lagardère Travel Retail, commented, “By integrating Campari Group GTR’s iconic offerings within our duty-free and foodservice concepts, we are setting a new benchmark for future activations in global travel retail that cater to travelers' growing desire for culturally relevant experiences. This collaboration goes beyond enhancing the airport experience; it represents our most innovative expression of how strategic partnerships can elevate the consumer journey, turning every interaction at the airport into a memorable part of the Cannes Film Festival excitement.”
