Campari Global Travel Retail and Aperol serve up the perfect ace with Moodie Davitt Report homepage makeover ... - The Moodie Davitt Report

“A riot of colour, an explosion of flavour and a dazzlingly experiential fusion of a world famous aperitivo with a great sporting event.”

That’s how The Moodie Davitt Report described Campari Global Travel Retail’s exhilaratingly experiential Aperol shop-in-shop with Lotte Duty Free inaugurated last week at Melbourne Airport (click here for our exclusive on location report).

The project launched with a compelling two-month celebration honouring Aperol’s renewed long-term partnership with the Australian Open, the Grand Slam tennis event which runs from 14 to 28 January in Melbourne.

Mastering the perfect serve with Aperol Spritz

The perfectly served Aperol Spritz inspired me to play this lovely passing shot straight out of the Carlos Alcaraz handbook.

Note: No passengers were harmed in the making of this photograph.

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To complement this spectacular Trinity collaboration, Campari Global Travel Retail and Aperol have added to the buzz by curating an equally vibrant Australian Open-themed homepage makeover of The Moodie Davitt Report.com – travel retail’s leading online B2B platform, known fondly as ‘The website that never sleeps’.

The Moodie Davitt Report Founder & Chairman Martin Moodie said, “I was privileged and excited to attend the inauguration of this marvelously impactful initiative from Campari Global Travel Retail and Aperol and to witness the excitement from brand, retailer and airport underlines just how true Trinity partnerships can be game changers in terms of converting passengers into shoppers.

“I have seen few more joyously compelling experiential collaborations than this one and I am delighted The Moodie Davitt Report can take that engagement into an extra set, as it were, with such an ebulliently expressive makeover.”

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The 55sq m experiential boutique enjoys a prime position within the expansive 3,500sq ft Lotte Duty Free departures store, where it will command a long-term presence in 2024.

As an Official Partner*, Aperol has initiated the celebratory period by welcoming travellers into its universe, providing a dynamic, engaging and – as the pictures reveal – intensely colourful brand experience designed to persist beyond the tennis tournament.

Coinciding with the store’s debut, Aperol has expanded its Australian Open campaign to GTR locations across Australia and New Zealand, ensuring widespread celebration during the event.

The striking store, adorned in Aperol’s brilliant orange hues, offers travellers a dazzling, multi-sensorial experience. The immersive ambience blends Aperol’s colourful take on tennis, Italian aperitivo culture, and digital-first engagement touchpoints to create a joyful and fun atmosphere.

Tennis symbolism, such as court markings, racquets and nets, enhance the boutique’s ambience, leading travellers towards an eye-catching circular archway.

This archway serves as the portal to an immersive digital sunset photo moment, prominently displayed on large digital screens – a confluence of Aperol, the spirit of tennis, and the magic of the ‘aperitivo moment’ at sunset.

The perfect serve: Campari Global Travel Retail and Lotte Duty Free have partnered in a mixed doubles combination that is set to reap substantial net gains

Expert (drinking) forehands and backhands on display in this celebratory shot featuring (left to right) Melbourne Airport Chief of Ground Transport, Property & Retail Jai McDermott; Melbourne Airport Head of Retail & Asset Management Aaron Gupta; Campari Group Regional Director APAC Global Travel Retail Mark Jordan; The Moodie Davitt Report Founder & Chairman Martin Moodie; and Lotte Duty Free Oceania Chief Executive Officer Stephen Timms

Martin Moodie and Stephen Timms enjoy an ace moment

Additional screens throughout the space recreate the sunset experience and engage with travellers, reinforcing the Aperol Spritz serve – itself a neat allusion with the tennis theme.

To further captivate the senses and elevate engagement, travellers are invited to sample Aperol Spritz, enhancing the store’s multi-sensorial appeal with a tangible ‘liquid to lips’ experience that complements the digital features.

In addition, a digital trivia game entices passengers with the chance to win an Australian Open 2025 experience, involving and encouraging a return visit to Melbourne.

The game, which includes questions related to the Australian Open and Aperol, invites international travellers to participate with any Aperol purchase at the Lotte Duty Free store.

The experiential store’s opening is also celebrated with enticing promotions and gifts-with-purchase, including co-branded tumblers, while an Aperol activation in the Lotte Duty Free arrivals store at Melbourne Airport extends a refreshing welcome to visitors.

Winning return: The tennis theming continues with the chance to receive a trip to Melbourne for the 2025 Australian Open

Campari Group Managing Director Global Travel Retail Marco Cavagnera commented: “The opening of Aperol’s first-ever experiential pop-up store in global travel retail is a landmark for this Italian icon, and it reflects the growing importance of the channel to Campari Group.

“It is a pleasure to amplify Aperol’s collaboration with the Australian Open in travel retail, as part of our mission to add value to travellers’ journeys by connecting them with authentic cultural experiences that engage and inspire.

Visitors can enjoy an aperitivo moment at the Aperol Terrazza curated especially for the Australian Open

“There is a beautiful synergy between Aperol, tennis and the aperitivo moment, and we hope that travellers embrace our unique sunset digital experience as the perfect memento of their journey.

“I would like to thank the team at Lotte Duty Free and we look forward to building on our collaboration to unlock future growth for Aperol in the dynamic Asia Pacific region.” ✈

* Tennis Australia has announced a new four-year agreement with Campari Australia commencing from 2024. Through this long-term partnership, Aperol will play a pivotal role as Official Partner infusing its distinct orange and summery vibes into the Australian Open, United Cup, Brisbane International, Adelaide International, and Hobart International tournaments.