Campari Global Travel Retail, in collaboration with select retailers, has unveiled an extensive Aperol amplification campaign in Global Travel Retail.

Complementing the newly launched Aperol experiential pop-up at Melbourne Airport, this expansive activation includes more than ten activation retail spaces in Australia and New Zealand, signifying an acceleration in delivering Aperol’s iconic Italian aperitif experience in the region. The campaign serves up a lively celebration from January to February 2024, coinciding with the Australian Open, to commemorate Aperol’s renewed role as the Official Aperitif of the annual tennis tournament.

Retail spaces at airports in Auckland, Brisbane, Gold Coast, Melbourne, and Sydney exude a vibrant atmosphere that captures Aperol’s joyful take on Italian aperitivo culture and tennis. In collaboration with leading travel retailers Lotte Duty Free, Heinemann Australia and LagardereAWPL, the airports have been transformed through thematic pillars and high-profile activation zones. Dressed in signature orange, the spaces highlight the partnership between Aperol and the Australian Open, blending the brand’s vivid interpretation of tennis with the charm of the aperitivo moment at sunset.

The space design conjures up Aperol’s playful tennis universe alongside the Australian Open’s iconic blue courts, creatively redesigned director-style seating, and exclusive Aperol x Australian Open branded tennis balls and racquets for engaging photo opportunities. To drive traveller discovery of the aperitif, the activations feature Aperol Spritz tasting bars, inviting consumers to enjoy the cocktail served by trained brand ambassadors, and gift-with-purchase promotions. Travellers can redeem an exclusive Aperol-branded tennis visor when they buy two Aperol bottles or a bipack across key travel retail locations in Australia and New Zealand throughout the campaign.

Marco Cavagnera, Managing Director Global Travel Retail at Campari Group, commented: “These diverse new retail spaces mark a celebratory moment as we launch Aperol’s most ambitious  amplification campaign in global travel retail. Set against the backdrop of the lively Australian summer, the openings encapsulate Aperol’s vivid spirit by blending the Italian aperitivo moment with the joys of season and the thrill of sport. Beyond elevating Aperol’s profile in global travel retail, we are setting a stage for continuous growth and innovation in the Asia Pacific region. I eagerly anticipate the impact of Aperol’s vibrant presence as we forge ahead in connecting travellers with a world of valuable cultural experiences – a hallmark of Campari Group brands.”

In November 2023, Tennis Australia announced a new four-year agreement with Campari Australia, commencing in 2024. This partnership designates Aperol as the Official Aperitif for several high-profile tennis events, including the Australian Open, United Cup, Brisbane International, Adelaide International, and Hobart International. At the Australian Open, the ‘Terrazza Aperol’ on Grand Slam Oval was a focal point of enjoyment for tennis enthusiasts. Boasting a bespoke 15-metre-long bar, bean bags, lounges, and an elevated cabana experience, the Terrazza Aperol invited fans to unwind with a refreshing Aperol Spritz while viewing live broadcasts of the centre court action. This setting not only exemplified the essence of summer and the tournament’s vibrant energy, but also highlighted
Aperol’s dedication to infusing its lively and sociable spirit into the heart of sporting festivities.