Aperol targets ‘apéritif occasion’ with TR activation

Campari Global Travel Retail has partnered with Lagardère and Duty Zero to launch an activation for Aperol that celebrates its signature serve.

The Aperol Bar at Hong Kong International Airports gives travellers the chance to try its signature serve

Gruppo Campari-owned Aperol has created the two-month activation at Hong Kong international Airport to develop engagement and interaction with travellers via the “fun, vibrancy and stand-out appeal” of the Aperol Spritz.

The activation includes the Aperol Bar in the Duty Zero departure store, which will offer the 40,000 travellers that pass through the terminal every day the chance to sample the signature serve.

The Aperol campaign has been developed to recruit Asian millennial consumers who are new to the brand, and highlights the “aperitif occasion”.

As part of the in-store activation, Aperol has created a photo booth where spritz fans can capture themselves against a range of digital backdrops for instant sharing with friends. A digital touch table also enables further consumer education around the brand’s heritage.

Charles Roullet, marketing director, global travel retail at Campari Group, said: “Our focus is to bring to life the appeal of Aperol as the perfect drink of choice to share during those many Asian social occasions, both indoors and out.

“We have designed the campaign with multiple engagement platforms that enable us to recruit new consumers: the lifestyle appeal of the apéritif, the iconic branding and colour of Aperol, the balanced taste of Aperol Spritz and its low-alcohol (11% abv) versatility, making it perfect to enjoy with friends.”

Hong Kong is said to be a strategic location for the brand and is a key business partner to fuel the forecasted growth of the Aperol Spritz across Asia.