ARI has launched a special seasonal holiday campaign celebrating the joy of giving with the joy of airport shopping. Called “Joy Awaits”, the festive campaign promises a vibrant, joyful and memorable retail experience for passengers traveling through any one of ARI’s global locations.
ARI says that seasonal campaigns form an important part of its consumer marketing strategy, tapping into key calendar occasions to boost sales while simultaneously enhancing the passenger experience. With strong passenger traffic expected across all locations ahead of and during the holiday season, the” Joy Awaits” campaign best positions teams to leverage this key retail opportunity.
The campaign aims to transform every touchpoint into a “moment of delight,” with vintage-inspired holiday props, rich foliage, and luxurious finishing touches, from oversized bows to lighting features. The creative campaign also delivers high impact through omnichannel execution.
In-store, the Joy Awaits campaign is delivered through meaningful messaging displays and playful campaign props, sitting alongside key value messaging. Complimentary gift-wrapping stations feature bespoke campaign festive wrapping paper, with additional gifting solutions also available including make your own Christmas crackers (ideal for travel minis) and luxury gift boxing.
The campaign also includes a busy calendar of retailtainment, including special tastings, sampling, face painting, and even visits from Santa Claus promised throughout the month at select locations.
Passengers are encouraged to “Give the gift of joy” while shopping or browsing online as the campaign is brought to life across e-commerce platforms, including specially curated gifting landing pages where passengers can shop the season’s top gift ideas.
A festive content strategy delivers “Joy Awaits” across social media channels, including Instagram and TikTok, with diverse content covering everything from seasonal recipes and cocktails to top gifting ideas across all core categories.
At Montreal Duty Free, Instagrammable moments and convenient gifting help make airport shopping “magical”, with a Gift Box-photobooth where passengers can capture their “joy awaits” memento, as well as a dedicated ‘Gift Stop’ shop where passengers can shop the best Canadian brands and products in both pre-packed and build-your-own gift packs.
According to Sarah Jane Lynch, ARI’s Global Head of Marketing, the ‘Joy Awaits’ campaign messaging and creative lives alongside ARI’s always on-value messaging, ensuring that its seasonal messaging compliments its value proposition and delivers “an overall seamless retail experience,” she says.
