Campari Group Global Travel Retail (GTR), in collaboration with Avolta and Airports of Uruguay, has unveiled an immersive 360° omnichannel campaign for Aperol at Punta del Este International Airport. The initiative serves as the anchor for Aperol’s largest and most expansive activation in South America to date.
The dynamic Punta del Este activation seamlessly integrates digital and physical touchpoints at Punta del Este International Airport, elevating the travel experience in one of South America’s most iconic holiday destinations, says the company.
This Aperol activation forms part of a broader three-month campaign spanning key travel hubs of holidays destinations across South America, including major airports such as Montevideo (Uruguay), Ezeiza (Buenos Aires), Aeroparque (Buenos Aires), and the Iguazu duty free border shop (Misiones, Argentina), London Supply. Targeting the high-traffic summer peak season, the campaign was created to boost brand awareness and drives product trial in the region through engaging sampling initiatives, positioning Aperol Spritz as the perfect cocktail of the summer.
Featuring a multi touchpoints approach, the campaign spans both the commercial and private airport spaces, integrating media placements, immersive branded pop ups, and exclusive pre- and post-flight experiences. From visuals on the airport’s control tower to the ‘Living Room’ Lounge and in-store spaces, Aperol surrounds travelers with its iconic and vibrant orange hue.
Biancamaria Sansone, Marketing & CCM (Channel & Customer Marketing) Director of Global Travel Retail at Campari Group, commented: “This takeover marks a significant step forward in expanding our presence in South America, to create meaningful connections and enriching cultural experiences. Through dynamic, multi-sensory activations, we invite travelers to engage with Aperol meaningfully. From bold presence via media placements to seamless integration of digital and physical touchpoints, every element of this campaign is designed to inspire joy and foster a connection with Aperol in particular during the summer season.”
Marcelo Rodriguez, Commercial & Marketing Director at Avolta, added: “Through this first-of-its-kind activation in collaboration with Campari Group GTR, Aeropuertos Argentina, Aeropuertos Uruguay and Avolta, we have presented a campaign that redefines the travel experience for today’s most demanding travelers. The activation has been a milestone in how we entertain passengers, taking over four airports, two in Buenos Aires, Montevideo and Punta del Este, covering the entire passenger journey from the moment they leave their country of origin until they arrive at their destination. It is a great example of how strategic alliances can transform airport spaces into attractive and multidimensional environments that truly connect with travelers”.
Immersive Experiences at Punta del Este International Airport
Pre-flight digital amplification, powered by Avolta’s touchpoints – including newsletters, Click & Collect services, and in-airport push notifications – initiates the traveler experience at Punta del Este.
Upon arrival, Aperol’s presence is unmissable, starting with a 13-meter-tall, branded display on the airport’s control tower.
At the commercial terminal, a pop-up store brings the campaign to life with an interactive ‘liquid to lips’ tasting bar helmed by trained brand ambassadors and a “Good Vibes Only” photo opportunity installation. Travelers can also take home branded wristbands.
Meanwhile, at Punta del Este’s private airport, ‘The Living Room’ Lounge offers a premium experience where travelers can enjoy freshly prepared Aperol Spritz cocktails while waiting for their next flight.
An Immersive Aperol Experience in the Gateway to South America
Travelers purchasing two bottles of Aperol during the activation at Punta del Este International Airport will receive a voucher for a complimentary Aperol Spritz, redeemable at select on-premise venues. Each purchase also includes an exclusive location-themed tote bag, providing a sense of place and a memento that extends the Aperol experience beyond the journey.
The Aperol Holiday Kit, available via in-store iPad, enhances the travel experience with curated tips on the best bars, sunset spots, and events across LATAM destinations. This interactive digital tool not only engages passengers in-store but also drives traffic to key holiday destinations, creating a seamless synergy between travel retail and local experiences.
