International passengers travelling through Sydney Airport and Gold Coast Airport can now start their European summer holiday experience early with Heinemann Australia’s new EuroSummer retail program. The pop-ups showcase a specially curated range of fragrances, skincare, sunglasses and spirits evoking the spirit of an escapist European summer.
Shoppers are greeted by a bright and zesty colour palette framing a vespa, lemon trees, and rustic flooring finishes, inspired by the iconic Amalfi coast. The activation is supported by communications across digital channels such as Heinemann’s web shop, social media, electronic direct mailers. In-store, the campaign is featured prominently on digital screens, and a dedicated EuroSummer ambassador is on hand to welcome shoppers and provide personalized advice and guidance.
Heinemann has carefully selected participating brands to inspire travellers. For instance, the pop-up features citrusy, floral and fruity fragrances from brands such as Dolce and Gabbana, Giorgio Armani and Versace perfect for summer.
Passengers can also explore spirits brands such as Aperol, Pimm’s Cup, Grey Goose and Malfy as they anticipate sipping cocktails while overlooking stunning seascapes. Finally, sunglasses from brands including Gucci, Bottega Veneta, Chloe and Balenciaga are highlighted so that travellers can holiday in style.
“We are delighted to offer this new concept in Sydney and Gold Coast, creating our own small corner of the Mediterranean as travellers escape Australia’s winter season,” Heinemann Australia Managing Director George Tsoukalas commented. “Our European Summer program is our latest initiative to make the airport a destination in and of itself, by creating constantly evolving and inspiring experiences.”
Europe is one of Australia’s most popular overseas destinations, with 20 percent of Australian international travellers visiting Europe in 2022.1 Meanwhile, Madrid, Milan, Athens, Barcelona and Rome ranked as the most popular bookings on Australian online travel agency Webjet in the first half of last year.2
The Heinemann EuroSummer program is running from July until the end of August.