Travel Retailer Aer Rianta International (ARI) has launched their global marketing campaign titled, ‘Get Runway Ready’. The campaign was designed to promote the new beauty, fashion and accessory ranges that have just landed in store and online, while driving sales through the glamorous and energetic campaign.

Beauty took a back seat during the global pandemic, and customers are searching for an opportunity to show off their best self. The showstopping campaign artwork will stop passengers in their tracks, and the concept is brought to life with its striking colour palette of fab pink, star white and night sky black, and neon bright lights that pops and adds personality and playfulness to the campaign.

Core message pillars of value, exclusives and newness are communicated in impactful formats right across the store with enhanced visual merchandising. Passengers are greeted with the plane, the key creative asset that is accompanied with a physical runway using vinyl and LED strip lights to guide the customers thought the beauty section, enhancing their shopping experience both in store and online at

Speaking about the new campaign, Laura Toner, Global Head of Marketing, ARI, said ‘‘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. 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 invites passengers to get involved by taking selfies at the neon framed mirror, surrounded by pink LED lights, allowing customers to model products they are considering purchasing. Throughout the beauty and fashion section, in-store display screens, hanging discs, shelf strips and floor decals are displayed, highlighting key promotional offers including Travel Retail Exclusives, Limited Edition products and fantastic savings compared to the high street.

In The Loop, Dublin, passengers availed of over 50 new lines including the Travel Retail Exclusive Phantom by Paco Rabanne, the brand’s first connected fragrance that connects to your smartphone and provides exclusive content. The 150ml refillable bottle is made from responsibly and ethically sourced ingredients. A highly awaited new launch was CK Everyone, a clean, vegan, and environmentally conscious fragrance infused with 79% of naturally derived ingredients. The bottle and packaging were created from recycled materials to honour its purity and simplicity.

Commenting on the success of the campaign in Cyprus Duty Free , Elias Liolios, Senior Manager of Commercial and Business Development at Hermes Airports 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’’.