Aperol paints Rome Fiumicino orange
Campari Group-owned Aperol has unveiled an ‘immersive’ activation at Rome Fiumicino Airport Terminal 1, described as one of the brand’s ‘most impactful’ global travel retail (GTR) showcases.
The activation builds on the brand’s GTR campaign ‘Travel Journey’, which is now in its fourth year. Last year’s programme reached more than 51 million travellers across 19 airports.
The new edition focuses on ‘evolving traveller expectations’ for personalisation, value and gifting.
The Rome activation features Aperol’s refreshed brand visual identity, with ‘vibrant’ orange tones and Venetian-inspired design cues.
The GTR move is also part of Aperol’s global campaign, ‘L’unico. Per Tutti’ – which means ‘The one. For all’. This campaign is live in European holiday hubs including Düsseldorf, Milan Malpensa, Naples, Palma, Stansted, and Venice.
Biancamaria Sansone, Campari Group’s GTR marketing and channel and customer marketing director, said: “The activation in Rome represents a strategic milestone for Aperol as we introduce its new global campaign and refreshed visual identity in travel retail.
“By featuring the brand in such a high-profile location, we are strengthening equity and creating a seamless link across pre-trip inspiration, in-store engagement, and post-travel discovery that is connected by the summer campaign.
“At the heart of ‘L’unico. Per Tutti’ is a universal message that reinforces Aperol’s role at the centre of social moments everywhere.
“As we kick off the summer season, the essence of the campaign feels even more meaningful, and we look forward to engaging travellers seeking discovery on their travels with the golden-hour magic of the Aperol aperitivo hour.”
The GTR campaign is omnichannel, with a digital strategy employed to build anticipation through social media and Google search, delivering tailored content to travellers.
In the terminal, travellers can customise glassware at the Personalisation Bar. Meanwhile, the E-Postcard Booth allows travellers to send photos to friends and family, using holiday destinations as a backdrop.
The activation also features Spritz tastings, guided by brand ambassadors.
Aperol has also partnered with select travel influencers to create a content series based in Rome called #AperolTravelGuide.
In 2024, Aperol was the biggest-selling speciality spirits Brand Champion.
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