Aperol Spritz
Elevating Travel Joy Across Europe
In response to the challenge of enhancing brand engagement in selected Dufry locations across Europe and establishing Aperol as the drink of choice for European travelers, we embarked on a journey to infuse joy and togetherness into the travel experience.
"Join the Joy - The Essence of Travel Happiness."
Recognising the often mundane nature of airports, we aimed to elevate the holiday vibe for travelers. Understanding that the joy of traveling multiplies with Aperol, we introduced the Aperol Spritz Digital Travel Kit.
Available at Aperol Spritz Duty-Free Bars in airports like Venice, Barcelona, Ibiza, London Stansted, and Madrid, the Digital Travel Kit made the journey more authentic, memorable, and unique. By scanning their boarding pass at the bar, travelers could access location-specific travel kits. These kits included personalised travel recommendations, language learning Lingo Cards, curated playlists, and a unique feature allowing users to save their travel kit on their phones for in-flight engagement.
Extra Element - The Selfie Spot: Adding a touch of fun, our Selfie Spot allowed travelers to capture their first holiday moments. Accompanied by an Aperol Spritz offered by the Brand Ambassador, they were encouraged to enjoy their drink while exploring the exclusive Digital Travel Kit sent along with the photo.
The Experience
At the core of crafting the Aperol Spritz experience, my role was to curate a delightful journey for travelers.
The project kicked off with a comprehensive mapping of the entire traveler journey, pinpointing key touchpoints from the initial holiday idea to booking and arrival. Teaming up with Navigator, an e-targeting platform, our objective was clear: to seamlessly intertwine the holiday spirit with Aperol - acting as a companion during joyful moments and a nostalgic reminder of vacation memories upon return.
The innovative concept drew inspiration from a fusion of the digital boarding pass and the cherished travel cases offered by leading airlines. Our aim was to capture the essence of these physical mementos, infusing the digital Travel Kit with the same anticipation and joy. Leveraging IoT technology, we propelled this idea forward, creating a personalised digital experience that deeply resonated with travelers, enhancing their journey in unprecedented ways.
The client's excitement for this pilot version paves the way for even more exciting enhancements in the future.
My Role
In one month, the Aperol Spritz project demonstrated remarkable engagement
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1200 interactions
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60% selfie redemption
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30% travel kit redemption
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Average time spent engaging within the experience increased by +2 minutes.
This high-interest project not only delivered immediate results but also paved the way for an extended operation plan. The initiative is set to expand to more locations in Europe, solidifying partnerships, including a collaboration with Easy Jet.
Impact
