Campari Group Global Travel Retail (GTR) Americas and Royal Caribbean marked a milestone in their partnership during Royal Caribbean’s 2025 President’s Cruise, unveiling a first-ever activation at the vacation brand’s exclusive destination, Perfect Day at CocoCay.
On September 24, Oasis Lagoon – the destination freshwater pool – and Hideaway Beach, the island’s adults-only area, were transformed into “living expressions” of Aperol and Espolòn Tequila featuring immersive experiences, and signature cocktails.
Building on last year’s successful collaboration onboard Oasis of the Seas, Campari Group GTR and Royal Caribbean took the experience ashore for the first time with an Aperol takeover of Perfect Day at CocoCay. The activation brought Aperol’s refreshed Brand Visual Identity to life.
Campari created two distinctive Aperol destinations across the island. Aperol took over Oasis Lagoon with its unmistakable orange hues. The takeover spanned the bar chill-out zone, DJ booth, bridge, and pool bar.
At Hideaway Beach, the island’s adults-only retreat, Aperol took over the area with the iconic Aperol truck, mobile bars, gifting stations, and curated photo opportunities along the shoreline. The transformation covered the entrance, main stage, beach, and pool area, with 32 cabanas dressed in Aperol cushions, décor, and gifts.
The activation featured dynamic experiences. Upon arrival, visitors were welcomed by curated DJ sets, while interactive photo zones and bold orange installations invited guests to capture and share their moments across social media. Guests received exclusive Aperol-branded summer items – including sunglasses, beach bags, round towels, bracelets, and tote bags.
Alongside Aperol, Espolòn Tequila offered guests a vibrant new dimension of flavor and discovery, says the company. Exclusively at the On The Rocks Bar at Hideaway Beach, Espolòn Tequila was featured in Margaritas, along with striking visuals, dedicated photo opportunities, Espolòn Tequila-branded caps and sunglasses.
Biancamaria Sansone, Global Head of Marketing & Customer Channel Marketing of Global Travel Retail at Campari Group, commented: “Royal Caribbean’s 2025 President’s Cruise was a unique occasion to bring our brands to life in an exclusive setting, extending our activations beyond the ship with a destination takeover that immersed travelers in their spirit.
“More than just a brand presence, it was about creating memorable experiences, moments of joy and connection. Aperol played a central role proving once again its magic in bringing people together across any occasion, while Espolòn Tequila added a bold and distinctive edge to the island experience. Each brand marked a milestone in our collaboration with Royal Caribbean and reflected Campari Group’s commitment to pushing the boundaries of engagement with today’s global travelers.”
