Campari Global Travel Retail has partnered with Duty Zero by cdf in a high-profile, two-month Aperol campaign at Hong Kong International Airport (HKIA). Duty Zero is the trading name of the CDF-Lagardère joint venture between China Duty Free Group and Lagardère Travel Retail.
The ‘orange wave’ promotion, which has been running through January and February, encourages engagement and interaction with departing travellers.
According to Campari, Aperol is the fastest-growing international aperitif in global travel retail, with double-digit growth, and sales increasing faster than those on the domestic market.
“HKIA is a strategic location to deliver this campaign and fuel the forecast growth of the Aperol Spritz phenomena across Asia, connecting with travellers visiting Europe to the West or the Pacific to the East,” Campari GTR stated.
It described Hong Kong as “one of the orange epicentres” and an early adopter of Aperol through its collaborations with leading Italian restaurants, bars, event organisers and weekend boat parties.
The Aperol bar is located in the Duty Zero by cdf departures store, which attracts around 40,000 travellers a day. Campari GTR estimated that around 10% of the travellers have taken the opportunity to sample the Aperol Spritz and to enjoy the key elements of the ‘Aperitif Ritual’.
The campaign targets existing Aperol fans and Asian millennials who are new to the brand.
“The concept of the aperitif occasion, as the first drink of the evening, is the latest lifestyle discovery for this Asian target audience, who are keen to explore new, international social drinking occasions to enjoy with friends and share via social media avenues,” Campari GTR said.
Sampling is encouraged and the activation features a digital photo booth, with Aperol lifestyle graphics or Italian backdrops, so consumers can share their Aperol moments on social media.
A digital touch table offers information about the brand; its relevance to a global lifestyle, its craft and heritage.
Campari Group Marketing Director Global Travel Retail Charles Roullet said: “The level of increased sampling, sales and social media sharing we are seeing via HKIA, demonstrates how positively consumers are responding to the Aperol campaign.
“Our focus is to bring to life the appeal of Aperol as the perfect drink of choice to share during those many Asian social occasions, both indoors and out.”
Roullet said multiple engagement platforms, which highlight Aperol branding, colour, taste and low 11% ABV, encouraged the recruitment of new consumers.
Lagardère Travel Retail Hong Kong Head of Liquor Category Management Scott Hamilton commented: “We are very happy with the execution and activation that Campari has provided for the Aperol Spirits bar over the last promotion period at HKIA.
“We have seen a fantastic amount of product served and more importantly the sales uplift delivered as customers have engaged with the bar staff to learn how to serve the perfect Aperol Spritz and also capture the moment on social media via our photo booth application.”
