![\"Eye-catching](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2025\/12\/0x0.gif\")
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An eye-catching video promotion from ARI at Faro Airport in Portugal. <\/p>\n
Aer Rianta International<\/p>\n
Ahead of the holidays, Irish travel retailer Aer Rianta International (ARI) has sharpened its \u2018joy\u2019 brand strategy\u2014first launched in 2023\u2014with a new campaign: \u2018Joy Awaits.\u2019<\/p>\n
Two years ago, ARI introduced the original \u2018Joy on Your Way\u2019 brand identity as a strategic move<\/a> that underpinned the global travel retailer\u2019s growth plans. ARI said at the time that the new approach delivered \u201cclarity, cohesion and consistency\u201d across all its brand activities, helping to align both internal and customer-facing perceptions of the brand. <\/p>\n This was important as the travel retailer operates worldwide, from airports in Canada and the Caribbean, to Cyprus and Saudi Arabia. The company even appointed a dedicated chief joy ambassador to underline its commitment. <\/p>\n For this season, ARI has doubled down: the industry pioneer that opened the world\u2019s first duty-free store<\/a> at Shannon Airport in 1947, has introduced a global seasonal campaign, developed in-house. It encourages passengers to \u201cgive the gift of joy\u201d while shopping or browsing online. Social media initiatives on Instagram and TikTok, and in-airport activities, have the dual role of ensuring passengers come into the stores. <\/p>\n Sarah Jane Lynch, ARI\u2019s global head of marketing, commented: \u201cYear-round, our teams are focused on delivering joy to passengers, but this campaign really elevates that experience. The festive season is one of the busiest times for retail and for travel.\u201d Alongside the purchasing push, ARI is also highlighting its always-on value-for-money cues. \u201cThis ensures our seasonal messaging complements our value proposition,\u201d added Lynch. <\/p>\n What\u2019s on where?<\/p>\n As passenger traffic starts to ramp up in the coming weeks before Christmas, the \u2018Joy Awaits\u2019 campaign is being staged at key locations where ARI\u2014the retail arm of state-owned daa (Dublin Airport Authority)\u2014operates. For example, across its Portuguese duty-free stores, customers will see vintage-inspired d\u00e9cor with Taste of Portugal pre-packed gift packs highlighted. <\/p>\n At Larnaca Airport in Cyprus, the post-security\/immigration decompression zone has been transformed into a winter wonderland ahead of passengers\u2019 even entering the ARI store. And at ARI\u2019s home base of Dublin Airport, the new campaign is being executed airport-wide to deliver a holistic experience that touches every aspect of the passenger journey.<\/p>\n In several major gateways where ARI is a core retailer, including Montr\u00e9al\u2013Trudeau International Airport, the retailer is leveraging experiential tactics such as Instagrammable photo ops and curated gifting packs. At the Quebec hub, Canadian brands and products can be bought pre-packaged or in a build-your-own format. Select locations will also have special tastings, sampling, face painting, and visits from Santa Claus. <\/p>\n Experiences count: Photo ops at Montr\u00e9al\u2013Trudeau Airport. <\/p>\n Aer Rianta International<\/p>\n ARI has travel retail operations in almost 30 airports in 13 countries, including Dublin and Cork in Ireland; six Canadian gateways; Barbados in the Caribbean; Larnaca and Paphos in Cyprus; Beirut in Lebanon; Podgorica and Tivat<\/a> in Montenegro; Riyadh, Muscat, Bahrain, Delhi, Jakarta, and Abu Dhabi across the Middle East and Asia; and eight airport locations in Portugal.<\/p>\n Beyond retail, ARI also holds a 20% stake in D\u00fcsseldorf Airport and an 11% stake in Hermes Airports, which owns and operates Larnaca and Paphos airports in Cyprus.<\/p>\n