Campari Group Global Travel Retail (GTR) Americas and Royal Caribbean kicked off the summer season with a first-of-its-kind experience on the Oasis of the Seas during the President’s Cruise, hosted annually by Royal Caribbean International President and CEO Michael Bayley. The week-long adventure set sail on June 23 in Barcelona, Spain, journeying through the Western Mediterranean’s top destinations.
Campari Group GTR Americas presented two signature events: an Aperol Pool Party and an enchanting Campari evening, each designed to place vacationers at the center of the action.
Biancamaria Sansone, Marketing & CCM (Channel & Customer Marketing) Director of Global Travel Retail at Campari Group, commented: “The 2024 President’s Cruise on Royal Caribbean’s Oasis of the Seas embarked on a remarkable adventure through the Western Mediterranean, featuring visits to some of the most renowned destinations within the region, including Italy. This partnership with Royal Caribbean presented a unique opportunity to bring to life the Aperol and Campari experiences in a perfect summer context and underscored our joint commitment to offering memorable experiences.”
Aperol Pool Party Takeover
The activations commenced early in the week with a joyful Aperol Pool Party takeover. This event transformed the Caribbean-inspired pool deck into a lively summer celebration, adorned in the iconic Aperol orange and complete with multiple photo opportunities. Upon arrival, vacationers were already greeted in their rooms with a special Aperol-branded welcome kit and an invitation to gather poolside to enjoy Aperol Spritzes and vibe to live DJ sets featuring vibrant beats.
Engagement activities included exclusive gifts at the event and branded giveaways. Additionally, photo booths featuring thematic backdrops and props ensured that everyone could capture personalized moments, highlighting both brands’ commitment to bringing memorable experiences to life.
Campari Event: An Evening with Vacationers at the Center of the Action
Later in the week, Campari took center stage during an enchanting evening on Oasis. Live entertainment set the stage, enhanced by a selection of Campari’s iconic cocktails, including a signature drink exclusively designed for the President’s Cruise and the Negroni – the world’s best-selling cocktail. The red-themed backdrop provided a glamorous setting for vacationers to mingle and immerse themselves in Campari’s world. The evening also featured exclusive giveaways, live DJ sets, and engaging photo opportunities, making everyone the stars of the night.
