As part of an expansive activation across South America, Aperol takes over Punta del Este – one of the region’s most exclusive holiday destinations – with its largest omnichannel campaign to date, featuring immersive in-store activations, digital initiatives, and tailored consumer engagements for travellers.
Campari Group Global Travel Retail (GTR), in collaboration with key global customer Avolta and Airports of Uruguay, has unveiled an immersive 360° omnichannel campaign for Aperol. Seamlessly integrating digital and physical touchpoints at Punta del Este International Airport, this dynamic activation elevates the travel experience in one of South America’s most iconic holiday destinations.
This initiative 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), the Iguazu duty-free border shop (Misiones, Argentina), London Supply. Targeting the high-traffic summer peak season, the campaign boosts brand awareness and drives product trial in the region through engaging sampling initiatives, positioning Aperol Spritz as the perfect cocktail of the summer.
Punta del Este International Airport serves as the anchor for Aperol’s largest and most expansive activation in South America to date. Featuring a multi touchpoints approach, the campaign spans both the commercial and private airport spaces, integrating striking media placements, immersive branded pop ups, and exclusive pre- and post-flight experiences. From the commanding visuals on the airport’s control tower to the welcoming ‘Living Room’ Lounge and the eye-catching in-store spaces, Aperol surrounds travellers with its iconic and vibrant orange hue, creating opportunities for joyful moments of connection at every turn.
Immersive Experiences at Punta del Este International Airport
Aperol makes an unforgettable first impression at Punta del Este’s International airport with a striking 13-metre-tall, branded display on the airport control tower.
Pre-flight digital amplification, powered by Avolta’s touchpoints – including newsletters, Click & Collect services, and in-airport push notifications – initiates the traveller experience at Punta del Este.
Upon arrival, Aperol’s presence is unmissable, with striking visuals including a 13-metre-tall, branded display on the airport’s control tower. This commanding media placement ensures that the brand’s vivid energy greets travellers the moment they land and start their holiday in Punta Del Este.
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 playful “Good Vibes Only” photo opportunity installation celebrating summer joy. Travellers can take home branded wristbands to share with friends, embodying Aperol’s signature spirit of togetherness.
Meanwhile, at Punta del Este’s private airport, ‘The Living Room’ Lounge offers a premium experience where travellers can unwind and enjoy freshly prepared Aperol Spritz cocktails in a vibrant, welcoming atmosphere while waiting for their next flight.
An Immersive Aperol Experience in the Gateway to South America
Purchase two bottles of Aperol to receive a complimentary Spritz voucher and an exclusive location-themed tote bag.
Travellers 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 momento 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 – making every trip unforgettable.
Bringing Joy, Togetherness and “Good Vibes Only” to Every Journey
Located at Punta del Este’s private airport, ‘The Living Room’ is a premium Aperol-enhanced space where travellers can unwind and enjoy freshly prepared Aperol Spritz cocktails pre-flight.
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 travellers 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 travellers. The activation has been a milestone in how we entertain passengers, taking over 4 airports, 2 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 travellers”.
