INTERNATIONAL. Aer Rianta International (ARI) has launched a new global beauty and fashion marketing campaign called ‘Get Runway Ready’. The campaign showcases ARI’s dynamic beauty, fashion and accessories offer which has just landed in-store and online.
The striking campaign features show-stopping visuals in pink, white and black that aim to stop passengers in their tracks. The neon lights add personality and fun to the campaign which aims to highlight the exclusivity and newness of ARI’s fashion and beauty offer. High-impact digital displays and enhanced visual merchandising amplify the campaign’s core message.
Shoppers are greeted with the plane, the campaign’s key motif, accompanied by a physical vinyl and LED strip light runway, to guide customers to the beauty section, adding an experiential element to the offline and online shopping journey.
‘‘This glamorous and visually energetic campaign was a fantastic opportunity to engage with our customers and reveal the new beauty and fashion ranges that have just landed at ARI,” said Global Head of Marketing Laura Toner.
“With this campaign, we wanted to stop passengers in their tracks and ignite their curiosity while educating them about the exciting new products. The marketing teams have done an incredible job of bringing it to life in-store and online, and it’s great to see our customers responding so positively to it.”
The immersive campaign features plenty of customer engagement and invites passengers to get involved and take selfies at the neon framed mirror. This also allows passengers to sample and model the products on offer.
Across the beauty and fashion section, in-store displays, hanging discs, shelf strips and floor decals are strategically placed to highlight key promotional offers including travel retail exclusives, limited edition releases and savings.
The campaign is already receiving positive responses. In The Loop, Dublin, shoppers purchased 50 new lines including Paco Rabanne’s travel retail-exclusive Phantom fragrance. Phantom is the brand’s first connected fragrance and can seamlessly integrate with customers’ mobile phones to unlock exclusive content.
The vegan CK Everyone fragrance, made with 79% natural-origin ingredients and packaged in recycled materials, has also proven popular with shoppers at The Loop.
Cyprus Duty Free Senior Manager of Commercial and Business Development at Hermes Airports Elias Liolios commented on the success of the campaign and said: “The campaign appeals to passengers’ senses with strong visual and scent experiences on offer from the beginning of the retail journey.
“The strong marketing strategy effectively provides the right message and experience at the various steps of the passenger journey. The fresh authentic offering, updated marketing, and promotional activities, together with modern customer engagement techniques are already proving to successfully increase penetration of the shops.”