Aperol Spritz
Elevating Travel Joy Across Europe
To strengthen its presence in key Dufry locations and become the drink of choice for European travellers, Aperol set out to infuse joy, spontaneity, and connection into the travel experience.
"Join the Joy - The Essence of Travel Happiness."
Airports often feel impersonal — Aperol wanted to change that.
The Aperol Spritz Digital Travel Kit was introduced across duty-free bars in Venice, Barcelona, Ibiza, London Stansted, and Madrid, turning waiting time into a celebration.
By scanning their boarding pass at the bar, travellers unlocked a location-specific digital kit filled with curated playlists, language-learning “Lingo Cards,” and personalised travel tips. Each kit could be saved to their phone, creating a companion for the flight ahead.
To amplify the sense of togetherness, the Selfie Spot invited travellers to capture their first holiday moment with an Aperol Spritz in hand. The photo came paired with a link to their Digital Travel Kit — merging social connection, memory, and brand discovery in one gesture.
Activation
The project began with an in-depth mapping of the traveller journey, identifying moments where Aperol could naturally enhance anticipation and joy.
In collaboration with Navigator, an e-targeting platform, the concept merged digital boarding passes with the nostalgia of travel memorabilia, translating this into a personalised, connected experience.
Responsibilities included experience design, storytelling development, and cross-team coordination between creative, digital, and retail partners to ensure a seamless rollout across airports.
Approach
Impact
The activation transformed airport waiting time into a joyful social ritual. Travellers spontaneously shared their Aperol moments, turning the Selfie Spot into a space of connection and celebration.
Each photo linked back to the Digital Travel Kit, extending the brand’s presence beyond the bar and onto the journey itself.
The experience not only generated high engagement but also anchored Aperol in the collective imagery of travel. The orange glass became synonymous with holidays, warmth, and anticipation — a visual cue that marked the start of vacation mode for thousands of travellers across Europe.
The initiative strengthened Aperol’s partnership with EasyJet and set a new benchmark for connected travel activations, merging digital engagement with emotional memory.
Projects and results are presented for illustrative purposes. Information is based on public sources and project reports.
Images adapted from public materials. © respective brands.
